Scene One. Talking to ourselves. Setting, the vaguely pink ballroom of the largest convention hotel, Anywhere U.S.A. The acrylic crystals in the overscaled chandeliers reflect the dimming lights. The last of the overcooked, thin filets are cleared; the coffee and dessert are being jostled onto the tables while the crowd simmers down. Your mate squeezes your hand as you force a smile, stoked by one too many margaritas during the cocktail hour. The honor awards ceremony has begun.

This year it mattered. For once, your work had reached a level of creativity and experience that warranted the extra effort and cost that the state awards program demanded. The clients loved their new project and wanted to see it communicated to others: They said so repeatedly. It mattered to the office—to the project managers and specifiers and night-owl junior designers who perfected the details.