In this moment of extraordinary uncertainty, college and university presidents find themselves navigating an unforgiving landscape: political scrutiny, financial volatility, eroding public trust, and shifting student expectations. But within this complexity lies a tremendous opportunity—to lead with renewed clarity, to reaffirm our purpose, and to shape the future of higher education for the better.
More from UB: How Rutgers University-Newark moved marketing beyond ‘apply here’
Here are five questions every higher education leader should be asking—not out of fear, but as a framework for forward-looking, mission-driven leadership.
1. Are you leading with clarity and conviction?
Leadership today requires more than caution. It calls for a steady hand, a clear voice, and a courageous heart. Whether navigating policy uncertainty or public scrutiny, the most effective presidents are those who communicate openly, act decisively, and keep their communities focused on shared purpose. Proactive crisis planning and transparent messaging aren’t just good strategy—they’re expressions of trust and institutional strength.
2. Does your institution’s story resonate—and distinguish?
In a crowded and competitive landscape, a compelling brand is essential. But branding isn’t just marketing—it’s storytelling. Facts and rankings alone no longer capture attention. What sets your institution apart is the story you tell and the emotion you evoke. College presidents must champion a brand strategy that is distinctive, human, and aligned across audiences—not just to attract students, but to inspire confidence among faculty, donors, and policymakers.
3. Is student success truly your institution’s central value proposition?
The debate over the “value” of higher education is not going away. The best response is not rhetoric—it’s results. We know what drives student success: belonging, mentoring, problem-based learning, and timely support. But on too many campuses, these practices remain isolated rather than systemic. College presidents play a vital role in aligning strategy, resources, and accountability around this core outcome. When students thrive, institutions thrive. And we already know what works—our challenge is to scale it with intention.
4. Are you equipping students to navigate a polarized world?
Higher education is uniquely positioned to help bridge divides and build civic capacity. But that requires us to lean in—to teach dialogue, model engagement, and equip students to live and lead in a diverse democracy. At a time when public trust is wavering, our response must be grounded in openness and action. Institutions that embrace this role don’t just educate—they elevate and empower.
5. Are you building financial and strategic resilience—or just hoping for stability?
College presidents can lead with foresight—scenario planning around aid volatility, reimagining scholarship structures, and investing in strategic partnerships. Resilience is built not by avoiding disruption, but by preparing for it thoughtfully. When we align our budgets with our values and our planning with our mission, we position our institutions for long-term strength.
The questions are hard—but not answering them is riskier still. Higher education has always evolved in times of transformation. Presidents have a chance to lead that evolution with purpose, optimism, and bold vision. If we meet this moment with purpose, courage, and a willingness to evolve, we can emerge stronger, more trusted, and more aligned with the world we serve.
