How to Talk about Our Future So we’ll Have One Stanley Wilder, University of North Carolina, Charlotte

Almost any educated person can deliver a lecture entitled “The Goals of the University.” Almost no one will listen to the lecture voluntarily. --Cohen and March, 1974

Two Narratives

What Doesn’t Change

Eat Your Vegetables Marketing Expert Searching! Read! Information! 100,000 volumes!

Embracing their Self-Interest

Managing our Critics Google Never set foot I don’t need help You’re obsolete We have to cut $ $ You’re welcome Your work, better… Obsolete like education Cut back on success Point 2 Point 3

Managing our Critics We don’t need a library Not whether you need one, but whether you need a great one

Marketing is Knowing Them

Show me Don’t Tell Me Indispensable High use We’re nice! Let them sing our praises

How to Talk about Our Future So we’ll Have One