The aims of college teaching are discussed, and a comparison of higher education in 1960 and two decades later is provided. After considering the development of a teaching style and the importance of the teacher's character, the joyful and spontaneous side of teaching are considered. The nature of teaching (i.e., art, science, or craft) is also explored. Additional topics include: problems resulting from narrow specialization and the separation of scholarly work from teaching; the goals that teachers should work toward in the areas of teaching, research, and service; the place that knowledge occupies in modern society; the role of values in teaching; and how teachers can aid the total personal development of their students. The following seven sins of teaching are also addressed: arrogance, dullness, rigidity, insensitivity, vanity, self-indulgence, and hypocrisy. The reasons many faculty development programs fail to improve teaching are identified, and suggestions are offered to administrators and chairpersons on how to make college teaching more worthwhile. Perspectives on Alfred North Whitehead's book, "The Aims of Education," are also offered. Attention is directed to four traditional aims of American higher education. A bibliography is appended. (SW)