In a time of ethical lapses and moral ambiguity, it is essential for the university, the source of preparation for managers, scientists, journalists, teachers, and other professionals, to understand its role as a force in preparing graduates for decision‐making. The university is a “moral force” because it constantly extends the boundaries of what is known, and therefore challenges societal rules describing desirable and undesirable states and behavior. By focusing on the decision‐making competence of those it educates, it also makes choices about the values it will express, exhibit, and eschew. In this way, the university has a unique opportunity to help create a culture of conscience not only for the professions and professionals, but for all citizens, through its teaching, scholarship, actions, and service to and with others. With this as its stance, the university would strengthen its place at the center of society and solidify its place at the margins – as curator, creator, and critic.