Many of us, working to market higher education think of all the physical aspects of this business. Number, figures and facts abound. The real heart and soul of an institution exists in these stories and human experiences, not in volumes of numbers and facts. Ours is a people business. Therefore we need to consider what it is that motivates people.
Few facts turn people to action.
Volumes of numbers are not necessarily convincing. We have gravitated away from ideas that reach into the soul of our schools. It is interesting to me that even higher educational academies with strong grounding in religion, for example, have given up much of what their founders thought important. Consider the best story tellers in your school. We seem to be afraid, in higher education, to reach in to these ideas that are close to the heart.