‘Engagement’ needs to be redefined, with institutions as the subject, not learners. Institutions need to engage, not learners. Higher education needs a product mindset restart. This has never been more important. Just look at our record: 10 plus years of fads (MOOCs), hallucinations (microcredentials), triviality (badges) and general failure to bring meaningful, credible new products that meet learners’ needs in this challenging contemporary world.