"Theory? What does this have to do with anything we're doing?" Sound familiar? Students may not always verbalize this, but they often think it, especially in courses where the emphasis is on the development of technical skills and the application of those skills to the building of products. Presenting theory in a way that is relevant and engaging can be challenging under these circumstances. This article describes how we addressed this challenge by involving students in an analysis of their "best learning experiences" stories, and then helped them apply their discoveries to the products they built.