Once again, the architecture profession has celebrated it’s best and brightest by awarding the esteemed Pritzker Prize. None would argue that the Pritzker is of immense importance — at least none who attended the awards ceremony. As architects, we are immeasurably important, but too often only to each other. Beyond the walls that protect and preserve our status (among ourselves) — walls that we constructed — the average citizen walking through life could care less. Thankfully, architects in greater numbers are demonstrating their commitment to applying the brilliant talents that are symbolized by the Pritzker to challenges that most people wake up to and have to face every day of their lives, which have largely gone unrecognized, or worse yet, ignored since the time that architecture declared itself an elitist profession. If there is to be a profession of architecture moving forward, our focus must shift to work that is socially responsible and relevant to the greater society, and with no less importance placed on design excellence.