Rethink the definitions of scholarship and scholarly activity

Talk about Mission Impossible!!!  Here are a bunch of higher education professionals calling for motivating professors to improve their teaching and, even more difficult a task of restructuring the tenure/promotion criteria:

Motivating Faculty Members

During a session on Friday that was devoted to "unasked questions" about liberal education, Amy Jessen-Marshall, associate vice president for academic affairs at Otterbein College, speculated about how to change faculty incentive systems.
"What would happen," she asked, "if we fundamentally rethink the definitions of scholarship and scholarly activity, or at least broaden them?" Such a change, she said, could allow colleges to reward faculty members for various types of civic and community engagement, and also for working on interdisciplinary undergraduate-research projects that could increase students' engagement and understanding.

I am all for improving teaching, and changing the absolutely screwed-up criteria for tenure and promotion. But, I am tired of tilting at windmills :(