The efficacy of cognitive‐behavioral therapy for insomnia (CBT‐I) to improve both short‐ and long‐term outcomes in both uncomplicated and comorbid insomnia patients has been repeatedly and conclusively demonstrated. Further demonstrations of efficacy, per se, in additional comorbid insomnia populations are likely not the best use of limited energy and resources. Rather, we propose that future CBT‐I research would be better focused on three key areas: (a) increasing treatment efficacy, particularly for more clinically relevant outcomes; (b) increasing treatment effectiveness and potential for translation into the community, with a particular focus on variants of CBT‐I and alternative delivery modalities within primary healthcare systems; and (c) increasing CBT‐I practitioner training and dissemina‐tion.