As new media proliferate, professors need to be particularly attentive to the ways by which students learn--in and out of the classroom--and how scarce classroom time can be organized. This article argues that professors' comparative advantage lies as an exemplar of discipline-based thinking. Effective training in how to think about problems (the essence of any discipline) demands that professors embrace the classroom as theater, where business drama and the story it tells can capture the hearts and minds of the student participants. The article talks through a case as theater.