What if universities could start over?

These days, I find it difficult to sleep. And, while under normal circumstances I would attribute this lack of sleep to my 5 month old, it appears that the culprits are a global pandemic, BLM, and the disruption mounting in higher education.

If you work in higher education right now, you likely share my anxiety about the future. Change has been thrust upon us at lightning speed with no “Best practices” to reference.

As marketing professionals, we take pride in listening to customers, using data to inform decisions, and generating creative solutions to address complex challenges. These are still valuable pillar to draw from during the crises we face, but we are all trying to build the plane while flying.

What if we didn’t have to build the plane while flying? What if we could start over?

I’m willing to bet a few bitcoins that most universities don’t ask their marketing team about their “Product” nor do these institutions think of their mix of offerings as products. Unfortunately, institutions of higher learning were essentially created to be the same. We had the staples — we offered history (my degree by the way!), political…