The scientific community is bustling with projects to make published results more reliable. Efforts are under way to establish checklists, to revamp training in experimental design, and even to fund disinterested scientists to replicate others' experiments. A more efficient strategy would be to rework current incentives to put less emphasis on high-impact publications, but those systems are entrenched, and public funders and universities are ill-prepared for that scale of change. To catalyse change, industry must step up to the plate. I have learned this first hand, as head of the Structural Genomics Consortium (SGC), a research charity funded by business, government and other charities. If more companies contributed funds and expertise to efforts such as ours, I believe it would create a system that rewards science that is both cutting-edge and reproducible.