Individuals who aren’t seeking a Covid-19 vaccine right now are not necessarily the same people as those who are truly anti-vaccine. Instead of talking up hesitancy, it’s time to talk about what motivates people to get vaccinated and identify the ongoing barriers to vaccination. Here are three ways to do this. First, retire the term “vaccine hesitancy.” As any crisis communications expert will point out, it’s not a good idea to say things you don’t want people to be thinking. Repeating the term over and over again unwittingly communicates that there may be something to be hesitant about. The more people talk about it, the more it becomes a self-fulfilling prophecy. It’s the same psychology that puts guardrails around using the word suicide, which news media are urged not to put in headlines and to apply with utmost caution. Second, keep in mind that vaccine confidence is not a fixed mindset. Instead, it describes where someone is in his or her vaccination decision-making at a specific time. Are people who aren’t ready today to get the Covid-19 vaccine skeptics? Or do they just have important questions about the vaccine? Did they check the “no” box in the poll because they knew enough and truly didn’t want the vaccine, or because they didn’t know how and where to get a vaccine, were concerned about health insurance bills, didn’t have time to make an appointment, were worried about missing work, or have had negative encounters with the health care system?