In the United States, opposition to traditional standardized tests is widespread, particularly obvious in the admissions context but also evident in elementary and secondary education. This opposition is fueled in significant part by the perception that tests perpetuate social injustice through their content, design, and use. To survive, as well as contribute positively, the measurement field must rethink assessment, including how to make it more socioculturally responsive. This paper offers a rationale for that rethinking and then employs provisional design principles drawn from various literatures to formulate a working definition and the beginnings of a theory. In the closing section, a path toward implementation is suggested.