This paper reviews neoliberalism as an ideology that has influenced higher education generally and Ontario higher education in particular. It includes a discourse analysis of "Strengthening Ontario's Centres of Creativity, Innovation and Knowledge" (Ontario Ministry of Training, Colleges, and Universities, 2012), a government discussion paper developed to focus roundtable conversations on the future of higher education in the province. The analysis reveals that, by framing higher education around such market values as competition, productivity, private interest, and profit, the discussion paper supports the government in its continuing efforts to construct, normalize, and advance a neoliberal vision of higher education.