This article develops a sociology of worth that blurs the traditional disciplinary divide between economic value and social values. Through ethnographic study of a new media startup in Manhattan's Silicon Alley, we examine how a new firm in an emerging industry negotiates an uncertain environment where metrics gauging performance remain illusive as the industry itself gropes toward a clearer definition of its content and contours. Faced with complex foresight horizons, new media firms must develop an organizational capacity for learning, innovation, (...) and flexible adaptation to constantly changing requirements. We examine how the clash of evaluative criteria guiding the work of cross-disciplinary project teams becomes a source for innovation and a resource for learning when deliberation across evaluative principles is combined with an organizational and administrative structure that relies on lateral accountability. (shrink)