Despite conventional wisdom, the alcohol problem colleges face is not mainly about high-risk drinkers, and the solution is not about intervening with them alone. Yet studies show that, despite a handful of solid efforts in the realm of primary prevention, most colleges take a group-think approach to identifying and intervening with high-risk drinkers. The solution lies instead in a counterintuitive approach: working with the 80 percent of students who are "not" frequent heavy drinkers, and changing their ideas about what constitutes normal college drinking habits. In this article, the author (founder and chief executive of Outside the Classroom, a company that deals with campus drinking problems) shares his views on how colleges should change their approach in dealing with drinking on their campuses. He states that leadership should come from the top (trustees, presidents, and vice presidents for student affairs), that more financial resources be expended on alcohol prevention programs, and that colleges develop a process of data collection and measurement of variables like judicial violations, emergency-room visits, property damage, and sexual assaults related to alcohol.