will masters grew up in the texas panhandle, watching creeks that once flowed year-round become seasonal trickles, then disappear entirely. as executive director of ogallala life, he leads the fight to bring water back to america's great plains—one natural infrastructure system at a time.
the high plains aquifer—source of 30% of u.s. groundwater irrigation—has dropped an average of 15 feet since 1950. in some areas, it's fallen over 150 feet. masters decided there had to be another way.
from learned powerlessness to action
masters wasn't always a water restoration pioneer. he started from a place many in the high plains know well—what he calls "learned powerlessness." the feeling that water depletion is inevitable, that there's nothing individuals can do to change it.
but masters rejected that myth. in 2022, he co-founded ogallala life, a nonprofit organization focused on landscape rehydration and water conservation across seven u.s. states. the organization's mission: educate and empower communities to recover agency and rehydrate the landscape.
his approach is simple but revolutionary: instead of fighting nature's water cycle, work with it. build systems that mimic how water moved before human intervention.
190 natural systems and counting
in the canadian river valley and beyond, masters' team has built over 190 natural infrastructure systems. these aren't massive engineering projects—they're thoughtful interventions that:
- slow down runoff during heavy rains
- spread water across dry landscapes
- recharge groundwater instead of letting it run off
- restore natural patterns of flow and recharge
the results speak for themselves:
- increased groundwater levels in treated watersheds
- year-round streamflow where creeks once ran dry
- improved soil health and vegetation growth
- resilient communities better prepared for drought
the wildcat bluff partnership
ogallala life partners with the wildcat bluff discovery center in amarillo, texas—a 750-acre bioregional learning center that serves as a living laboratory for water restoration. together, they've implemented:
- landscape rehydration projects along west amarillo creek
- demonstration gardens featuring traditional ecological knowledge
- educational programs reaching over 2,300 students
- research initiatives testing natural infrastructure approaches
the center serves as:
- living laboratory for testing water restoration techniques
- education hub for landowners, farmers, and community members
- demonstration site showing what landscape rehydration looks like
- collaboration space where different stakeholders work together
masters' leadership philosophy
masters believes the key to water restoration isn't more technology—it's changing mindsets. "i think we've been taught that there's nothing we can do about it," he says. "and it took a while for me to come to the realization that that's not true. it's a myth. it's a falsehood."
his work focuses on building capacity for effective coordination among stakeholders, from landowners to government agencies. the goal: create sustainable solutions that communities can own and maintain.
willie: funding the great plains water restoration
$willie is an ensurance coin that funds masters' work to restore water systems across the great plains. every transaction supports the natural infrastructure that recharges america's most important aquifer.
this coin specifically supports will.ogallala—an agent dedicated to bioregional regeneration in the high plains.
the fair launch model
$willie launched with transparency and purpose:
| allocation | amount | purpose |
|---|---|---|
| liquidity pool | 990 million tokens (99%) | open market trading |
| will.ogallala account | 10 million tokens (1%) | direct water restoration funding |
no insiders. no pre-sales. no airdrops. proceeds fund real work on the ground.
how trading creates water restoration funding
- someone buys or sells $willie
- trading fees (1% of each transaction) are collected automatically
- proceeds flow to will.ogallala
- funds support natural infrastructure systems and bioregional education
ensurance proceeds are perpetual funding for water restoration. every trade contributes to recharging the high plains aquifer.
by the numbers
current $willie metrics (as of july 2025):
| metric | value |
|---|---|
| market cap | $3,304 |
| trading volume | $374.89 |
| ensurers (holders) | 82 |
beneficiaries
| type | count |
|---|---|
| natural infrastructure systems | 190+ |
| high plains communities | 50,000+ |
| aquifer recharge area | 1,200 sq miles |
why this matters for america
the high plains aquifer supports agriculture worth $35 billion annually and feeds 20% of u.s. wheat production. but it's being depleted faster than it can recharge.
traditional approaches focus on efficiency:
- more efficient irrigation systems
- water conservation programs
- groundwater pumping restrictions
masters' approach focuses on regeneration:
- restore natural water cycles
- build soil health and infiltration
- create resilient landscapes
$willie creates a new path: market-based funding for landscape rehydration that scales with community support, not just government budgets.
how to participate
- buy $willie — your purchase funds immediate water restoration work
- trade actively — every transaction generates proceeds for natural infrastructure
- join the restoration movement — support high plains water recovery
frequently asked questions
how is this different from traditional water conservation?
ensurance funds regeneration, not just conservation. $willie supports building natural infrastructure that actively restores water cycles and recharges aquifers—not just reducing usage.
where do the proceeds actually go?
they flow to will.ogallala to fund natural infrastructure systems in the canadian river valley and partnerships with learning centers like wildcat bluff. this includes earthen dams, rock structures, and vegetation plantings that restore natural water flow.
is this a good investment?
this isn't investment advice, but $willie represents participation in high plains water restoration. you're funding infrastructure that protects $35 billion in annual agricultural value and sustains millions of people. the market determines value through supply and demand.
can i create ensurance for other water restoration efforts?
yes. the protocol supports ensurance coins for any water system restoration. agents can mint coins for specific watersheds, aquifers, or bioregions.
the bottom line
will masters didn't wait for someone else to fix the high plains water crisis. he rejected learned powerlessness and started building. his 190+ natural infrastructure systems prove that landscape rehydration works.
the high plains aquifer is america's lifeblood. by participating in $willie, you're not just investing in water restoration. you're supporting a movement that shows how communities can bring their landscapes back to life.
the creeks will run again. the aquifer will recharge. and the high plains will thrive once more.