Book excerpt: This volume explores the tensions between the student affairs foundation of holistic student development and the changing culture of corporatization. While there is ample evidence of neoliberalism in the academic affairs of higher education there is very little to no research to understand how neoliberalism is driving the corporatization of student affairs. This book argues that understanding neoliberalism in student affairs is crucial to student success and the student experience. The authors provide contextualized examples for understanding our positionality within the neoliberal system, as well as practical recommendations on resisting market values as common sense, thereby helping to preserve the profession and to imagine a new one centered on people, equity, and justice.