"In the end," says Spence, "we're on a relentless mission to find visionary ideas that get our clients where they want to be faster than they thought possible. That sounds audacious. But if you don't have audacious goals, your people will be status quo instead of status go."

Gina Imperato (gimperato@fastcompany.com) is a member of Fast Company's editorial staff.

Sidebar: More on GSD&M

GSD&M was founded 26 years ago by six University of Texas graduates with no advertising experience. GSD&M built its new headquarters with The City as its inspiration. The company takes its values seriously -- community, winning, restlessness, freedom and responsibility, curiosity, and integrity. Etched in stone in a large rotunda, they also show up throughout the building in individual workspaces.

"We designed this space to foster entrepreneurship, creativity, community. It's playful yet serious. It's eclectic, and yet there's a purpose behind everything we did."

"All great cities are built from the inside out, with purpose and energy. That's why all the executives are in inside offices without windows. That's the heart of the city, the epicenter."

Executive offices -- intentionally built without windows -- represent the heart of the city. Then comes Greenwich Village, the graffiti-covered home of the creative department. Two idea towers -- oversized, atrium-like spaces -- anchor the building. One tower sports a Ping-Pong table and padded walls; the other features a huge cow on a retractable pulley. The urban theme continues in the agency's other functional areas: the business department is located in the financial district; the cafeteria and lounge comprise the community center. There are also communities for GSD&M's clients: neighborhoods where account services teams work in open areas decorated with such artifacts as oil barrels, airline seats, and a giant chili pepper.