Fear and Loathing
in Web 2.0
Letting go isn’t as
scary as you think

When CASE CURRENTS asked me to write "Fear and Loathing in Web 2.0" we knew the root of that fear was a loss of control. Ironically, I learned firsthand about letting go when the piece itself became part of the blogosphere before I'd even written it. Karine Joly who writes the terrific blog collegewebeditor wrote about my interview with her shortly after it happened. So, go on, let go. Read the story here.

When a school hires me to develop their brand they will sometimes ask, “What makes a good client?” My answer is, “a clear-eyed, true believer.” Clear-eyed because schools need to be willing to take a sober look at themselves in the context of what prospective students and families want and in terms of what other schools offer before they think about what makes them special. A true believer because, despite the sober look, they still need to fervently believe that their school offers something extraordinary. Finding that nexus of authenticity and passion is what the market “sweet spot” is all about.