When the mathematical structure of physics is used instead to show the relationships between ideas and concepts, without the algebraic manipulations and computations, students are not intimidated. This type of physics—taught in their own language with emphasis on concepts rather than derivations and on critical thinking rather than computation—is conceptual physics. Students leave a conceptual physics course feeling good about themselves and science in general. The outcome is a greater number of students taking physics. This article was first published in May, 1990.