In so many ways, the What Women Want campaign was a first. More than a million women in 114 countries took part—an unprecedented feat of listening to what women and girls have to say about their wants for maternal and reproductive health care. We have known for years that women need quality care in decent health facilities—and that this means enough well-trained staff, medicines, and supplies. But on a closer look, women are giving new and different meanings to what we thought we understood.