USMD, one of Texas' largest healthcare systems and distinguished client of Balcom Ad Agency in Ft. Worth, had an excellent year in 2013. What made it such a banner year is anyone's guess—I was Balcom's copywriting intern, and no one there told me anything. I was simply tasked with writing an invite to USMD's celebration dinner.

This simple job made waves at hospital HQ. USMD leadership loved my headline so much, they adopted it as an 'unofficial slogan' and used it in other internal communications.