AS university educators, we must equip our students with the specialized technical knowledge to enact their chosen expertise. But is imparting specialized technical knowledge sufficient to fulfill our role? For our students and for us? For our communities, our society, and our planet? What if our calling is a higher one? What if a purely profit-driven model of doing business is losing sight of the individual and their need for progress and development? What if the need for humanism becomes increasingly apparent in times of crisis? What if we promote a profile of manager or entrepreneur differently? What would be our role then?