It outlines five moves that help institutions move decisively in the marketplace. Key is thinking and acting audaciously. They are comfortable making certain kinds of decisions and acting in certain ways. Insanity is doing things the same way you have always done and expecting different results.
Audacious decisions galvanize.
They fire imaginations. They break up clutter. They capture the attention of the marketplace. Many organizations, particularly colleges and universities, have decentralized marketing functions. No one arm knows what the others are doing.