Passion is key to unlocking student engagement. The project marketplace has been developed over the past five years in an MBA innovation course as a method for allowing students to pitch, vote and form groups around problems they are already passionate about. This allows them to apply course concepts and work on a topic they care deeply about and stronger engagement is a result. Student feedback is very positive about this method and it has now been adopted in several other courses. This method has also resulted in greater community connections for the students through their projects.