Fostering a richer relationship between business and the liberal arts begins with the recognition of how each needs what we more typically associate with the other. In a word, business needs to become more deeply reflective of its practices and the liberal arts need to be more adeptly engaged in the wider world. In this plenary session, Professor Jeffrey Nesteruk will utilize his proven success on infusing arts and science and business to offer a participatory exercise exploring how to bring liberal arts content and skills to the analysis of a business case.