During the time of the housing bubble much of the Spanish territory, in general and in Valencia in particular, was the subject of a crazy programming process and development of land in which the profit motive prevailed over all other considerations. In a vortex that seemed unstoppable and nobody wanted to miss opportunities, expectations as unlikely as harmful to economic activity in the long term for the territory in the short term were created. The damage done to the productive fabric and the natural environment is often irreversible. This article discusses how, for the activation of this process, it was necessary to stir up the essential collaboration of many actors, both public and private, including the architects themselves.