At an annual meeting in Danish Shipping, the then Minister for Climate, Energy and Utilities, Dan Jørgensen, called for specific ways to raise awareness of Power-to-X (PtX). In response, CBS’ Department of Operations Management integrated PtX cases into teaching on two major courses. Six months later, more than 3,000 students knew a lot more about PtX and its market potential. They brought this knowledge with them into their academic and professional lives, which has been recognised by industry players including Maersk.