Too often, I’m invited into rooms full of thoughtful, well-intentioned people trying to reimagine the future of higher education. We reflect on the challenges. We acknowledge the growing skepticism from the public. We agree that something has to change.
And then, like clockwork, someone offers the same epiphany I’ve heard at the end of conversations like this for the past 20 years: “We just need a campaign to change public opinion about higher education.”
I’m relieved to hear that less often these days. More people are waking up to the reality of the moment.
The public isn’t waiting for us to rebrand.
They want us to show up differently.
When institutions talk about their impact, we often highlight things that sound nice and well-meaning—but they don’t always speak to the real pain people are experiencing in their lives.
There’s a marketing phrase I return to often from the startup world: Be a painkiller, not a vitamin.
Vitamins are helpful. Necessary, even. But when people are hurting—when tough decisions have to be made—what they need is a painkiller.
If we want to earn trust and cut through the noise, we have to elevate the work that directly addresses the challenges people actually face.
Things like:
- Access to meaningful work
- The rising cost of living and learning
- The hope that their kids will have a better shot
- That’s the work that matters.
At the UIA, I’m proud that our campuses aren’t focused on changing the story through PR.
They’re focused on changing reality and working together to transform how higher ed operates, drives mobility, and delivers real, measurable value.
I can’t wait to show you what we’re building.
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