With enrollments falling, college budgets under strain and employers dissatisfied with the relevance of graduates' learning, now is a time for more than replication or revision -- it is time for reinvention. We are at the confluence of massive economic, technologic and social changes that demand higher education do more than small fixes. We will not thrive if we merely tweak the system to replicate practices of the lecture hall in an online delivery system. The shakeout of academic jobs, programs and even entire institutions is accelerating. We must recognize the forces at play and respond. The changes require more than merely adjusting our programs and approaches. They demand a completely new examination of the changing student needs, marketplace demand and revenue-generation models.