Identifying differences in how ethnography is practiced in academia and in business is the key to successfully developing ethnography further as a business discipline. In the following paper, I propose that the key difference between the practice of ethnography in academia versus business is the purpose of the ethnography, and that all other questions we struggle with in the transition from academia to industry clearly flow from this difference in purpose. Addressing this difference honestly is the key to being heard correctly, even to being heard at all. By describing how business disciplines are conceptually structured and by exemplifying analogous disciplines, I will provide thoughts on how we might shift the way we think and talk about business ethnography. I believe this shift will enable us to find common ground with other disciplines, be recognized for delivering clear value to the businesses we work for, and create opportunities for making positive contributions to society at large. Finally, I will conclude by summarizing the organizing principle of this chapter of the proceedings, and will briefly introduce the section's seven papers.