The thought on many an academic's mind today is how to stop it. The "it"? The barrage of reports, papers, and interviews stating that higher education needs to embrace "disruptive change," treat students like customers, and become more entrepreneurial. In short, colleges must adopt a business model, or like blacksmith shops in the age of automobiles, find themselves mere curios, quaint but outmoded heritage industries. This attack comes from all quarters: government, think tanks, even from within the academy itself. As the ranks of full-time faculty steadily shrink, and the ranks of adjuncts and administrators rise, it is clear that inaction will lead to a race to the bottom. And no one wants to be the last professor cast out of Corporate U. So what is the plan? How can faculty stem the "business as usual" tide that permeates so much of the discourse in higher education today? This article presents a series of suggestions gleaned from research on higher education trends, education, and psychology. Based on the suggestions, it is clear what is needed now: action. The suggestions are grouped into three broad, easy-to-recall categories: (1) information; (2) communication; and (3) determination.