In today's climate of fierce value engineering and commoditization of a wide variety of lighting products, lighting designers cannot, project by project, convince all stakeholders of the importance of lighting. To break the constant cycle of value engineering, we must create demand for high-quality lighting in our culture. This shift will ensure the much broader adoption of the technologies the industry has pioneered or incorporated over the last 20 years. We will discuss the need for our industry into educate industry groups long before projects are being proposed and how to use public channels to build an awareness and passion for light in the general public.