The author, Chief Ideas Officer at the Jewish Education Service of North America (JESNA), describes how by most measures, JESNA would be considered part of today's Jewish communal "establishment." It is one of nine national agencies that receive funding from local Jewish Federations through a consortium called the "Alliance." When the agency was created nearly 30 years ago as a result of a Federation-initiated study process, its very name - Jewish Education Service of North America - defined its intended role: to provide services to other institutions, especially local Federations and their central agencies for Jewish education. JESNA continues to operate largely as a "B to B" agency, helping local communities address their educational challenges by carrying out evaluations, consultations, and demonstration projects; convening conferences and other gatherings; and disseminating knowledge through publications and via the web. Yet, despite its "establishment" status, JESNA is neither uninterested nor uninvolved in innovation.