Enrollment management has come to be defined in structural terms when what is needed is an understanding of institutional academic context. Concentrating on which offices should be brought together to do enrollment work can lead to being stuck on structure, forcing the institution to reflect enrollment management rather than ensuring that enrollment management reflects the institution. Enrollment management needs to use an academic lens to define an EM Ethos--the underlying fundamental character and spirit of an institution's culture. This EM Ethos makes structure the servant rather than the master of enrollment policy and strategy. This refocusing of enrollment management on academic context can provide at last a template for institutions developing their enrollment management approach. It is a template based on vertical communication that articulates a strategic vision, horizontal communication that opens dialogue and completes feedback loops, and structure consistent with the institution?s academic mission. Enrollment managers who speak the language of the academic context--with data and research--will eventually be heard more convincingly than those who speak the language of structure. Enrollment structure follows academic understanding, and therein lies the future of enrollment management.