The Doha Round, the first multilateral trade negotiation conducted under the auspices of the World Trade Organization, is at a critical stage. Now in their 10th year, the talks need a final political nudge, lest Doha —and hence the WTO— disappears from the world's radar screen. Indeed, the danger is already real: when i was in Geneva a year ago and staying at the upscale Mandarin Oriental, i asked the concierge how far away the WTO was. He looked at me and asked: "Is the World Trade Organization a travel agency?"