“A simple one-word transformation Now that you see that your work is to make change, and that you can do it by identifying who you want to change, earning enrollment, and educating on the way to that change, let’s transform how you can describe those you’re changing. Perhaps instead of talking about prospects and customers, we could call them your “students” instead. Where are your students? What will they benefit from learning? Are they open to being taught? What will they tell others? This isn’t the student–teacher relationship of testing and compliance. And it’s not the power dynamic of sexism or racism. It’s the student–mentor relationship of enrollment and choice and care. If you had a chance to teach us, what would we learn? If you had a chance to learn, what would you like to be taught?”