Some struggles for prestige in academic technical communication are self-defeating and wasteful because of the clash between the material (or positive-sum) economy of the workplace and the positional (or zero-sum) economy of the academy. Some professors of technical communication create disrespect for themselves and their specialties because they create degrading representations of working people and their artifacts, they promote impossible standards, and they advance discredited or misleading theories. More profitable approaches to gaining prestige for academic technical communication include recognizing that not everyone can be the top person in the positional economy, studying works on the economics of prestige, and promoting the genuinely good works that already exist in academic technical communication.