Since the Ronald Reagan era, the conservative K-12 education agenda has centered on two ideas: choice and accountability. The time has come for conservatives to rethink how to put these principles into practice. Initially, "choice" meant school vouchers, and "accountability" meant standards and high-stakes testing. Rather than leave education to politicians and bureaucrats, conservatives wanted to empower families to choose their children's schools--including religious ones--in a market. Meanwhile, educational excellence would be achieved by attaching rewards and penalties to performance as measured by standardized tests. This report presents three ways for conservatives to shift their efforts to advance choice: (1) Shift from "School Choice" to "Educational Choice"; (2) Shift from "Escaping Failing Schools" to "Finding the Right Fit"; and (3) Shift from Top-Down to Bottom-Up Accountability.