Higher education is simply not making substantial progress in addressing its most significant challenges: educating an increasingly diverse body of students while containing the cost that is putting postsecondary education beyond the reach of a growing percentage of the world's population. Tweaking long-standing strategies to achieve incremental improvement is no longer enough. The need to seek new ideas in traditionally overlooked arenas is urgent. Higher education can no longer run away from the "p" word: productivity. In this article, the authors talk about productivity and discuss what higher education can learn about it. They present an example of how the use of theory, data, and collaboration has produced meaningful changes in the productivity of postsecondary instruction. (Contains 2 figures, 9 resources and 2 online resources.)