Describe your most vivid memory while a student at XYZ College. Often you will discover thoughts and ideas that grab and hold audiences' attention. The real souls of higher education are couched in history, tradition and stories. These are most often overlooked as people focus attention on new developments, programs, curricula, etc. As a result, interesting and unusual ideas are lost in a sea of numbers, information and quantifiable facts.
Higher education is a people business.
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.