The crisis in business ethics does not stem so much from the inability to distinguish between right and wrong as it does from the habits people develop over time. Choice in today's world seems to conflict with ethical beliefs. Ethics involves more than making choices; it also involves learning to live with results and accepting responsibility for decision making. The choices one makes have a meaningful impact and corporate United States misses the point in the current approach to the ethics crisis. By marketing ethics as good business, corporate United States does more to exacerbate the problem than to cure it. How can higher education teach ethics in ways that force students beyond exercises in problem-solving and decision-making? One method is by reversing thinking about ethics; i.e., to prescribe desired behaviors instead of proscribing unwanted behaviors. This means concentrating on what is moral and not on what is merely legal. Another method is by bringing liberal education into the business curriculum, by adapting traditional material to non-traditional situations, and by reducing the emphasis on careerism in education. (NL)