Using policy discourse analysis, the author analyzed 21 diversity action plans issued at 20 U.S. land-grant universities over a five-year period to identify images of diversity and the problems and solutions represented in diversity action plans. Discourses of marketplace, excellence, managerialism, and democracy emerged and served to construct images of the diverse individual as a commodity, entrepreneur, and change agent. These findings suggest that the dominance of the marketplace discourse may situate the diverse individual as a resource to be exploited and inspire entrepreneurial endeavors rather than change-making activism. Diversity action plans in their current form may unintentionally undermine the achievement of their equity goals. (Contains 1 figure and 8 notes.)