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How can we best engage college students in the idea of learning instead of just getting a degree?

I work at a 4 year, public university and I see a great deal of students who come to school to get their degree (which they equate to money/success) and do not care about learning. What are your thoughts on the best way to engage them in the actual process of learning. I have my thoughts, but would love to hear my fellow TEDsters thoughts.

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    Mar 13 2013: point out that you can't separate money and learning, that the smartest people in the world are also the richest.
    • Mar 13 2013: And what if you become rich as a result of putting your intelligence to good use?
    • Mar 13 2013: The richest people in the world are probably the most passionate about their work. However, to make a good living (which is probably what these students are looking for), all you need is the ability to do a job other people would rather not learn how to do (eg medicine).

      The best people at their job are the most passionate and by that fact probably learned the most, but you can get by without being passionate. Unfortunately, I think that's what drives many people to choose majors they don't care for--the money.

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