Educational Innovation

The most profound shift in higher education recruitment isn't happening in marketing departments or admissions offices. It's happening in the daily media consumption habits of prospective students and families. And universities that figure this out will be far more competitive.

Having observed how decisions actually get made across hundreds of institutions, I sum up what's really happening every day in just one word: pragmatism.

There are basically four different types of problems, and they're about as different from each other as a goldfish, a horse, a weather system, and a hurricane.

We're actually wired to care more about what we think other people think than about what we think ourselves.

We jump straight to solutions. We skip right past what's already working. And we miss out in the process.