Higher education institutions are struggling with how to brand themselves and their role as societal leaders. When vision exceeds the scope of leadership competence, gaps can appear. Universities better know what they want because they may not be able to perform. Effectiveness is measured by meeting goals. If the goals are too great, disappointment and its economic and political consequences may take root. It is appropriate to encourage students and faculty to have goals that exceed their reach, but the institution should not do the same. It sets itself up for failure.

Here’s a great article about how the University of Texas at Austin has dealt with this problem:

FOCUSING THE UNIVERSITY’S MESSAGE

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