In management education the medium can be the message. Students can experience the concepts they are learning if the curriculum is organized and run according to the management and organization principles being taught. This article defines ideas and presents guidelines for the design-in-the-large of education in management and organization. These ideas are then applied to two design-in-the-small cases: the XB design for an undergraduate course in organizational behavior and the thesis ring design involving collaborative supervision of thesis projects. Finally, the implications of practicing what you teach for education are discussed. (Contains 1 figure.)