Ever since the American Association of University Professors (AAUP) and the Association of American Colleges issued the joint 1940 Statement of Principles on Academic Freedom and Tenure, two truths have been deemed self-evident: that academic freedom is vital to meaningful teaching and intellectual work, and that tenure is necessary to ensure academic freedom. The public however is not so sure. A 2006 poll commissioned by the AAUP found that 68.7 percent of the public thinks tenure should be modified, while 13.3 percent thinks it should be eliminated altogether. In other words, 82 percent of the public thinks change is in order. In a 2007 Zogby poll, 65.3 percent of respondents agreed that "a professor who does not have tenure is more motivated to do a good job than one who does have tenure." Those results speak to long-standing and widespread public concern that tenure protects and rewards professors who are neither effective teachers nor productive scholars. It is perhaps not surprising that the General Assembly of Virginia responded to those concerns by enacting a law requiring post-tenure review at each of the state's sixteen public campuses. In this article, the head of the American Council of Trustees and Alumni argues that trustees should use "carrots" and "sticks" with tenured faculty.