Extension must more fully and adeptly embrace the public value movement to be sustainable as a publicly funded organization, or our demise as an organization will continue. The public value steps outlined here and piloted with several Extension systems and national work groups can be informative for others interested in capturing and sharing the public value of Extension work. Overall, the Extension public value banner needs to be held high as we struggle to change the perception of our work by addressing this as a "movement" in our organizational development and not a "response" to the economic environment.