When we speak with administrators, it’s notable how many have trouble identifying and vocalizing their school’s unique selling proposition. To find success, you must be able to define it.

Goal setting in the marketing realm is crucial. Too many schools implement elements of a marketing strategy, but they skip planning and goal setting. The result is a doom loop of continually adding to an ever-fuller plate.

How can school leaders most effectively communicate with the hundreds of individuals who comprise their communities? It starts with understanding that schools have souls.

Leadership transitions can be trying, especially in mission-driven organizations. Here’s the best transition advice I’ve ever received.