What is it?
I was serving on the chancellor’s staff as a communication advisor to his vice chancellors. I noticed that universities were becoming more competitive, and many were using simple slogans to differentiate themselves. I thought that there was a need for something more “authentic.”
I imagined that small groups of students, faculty, staff, and community leaders could discuss what made the institution truly authentic. A task could then be formed to communicate the results.
At the time we found that the institution was large enough to provide many choices, but small enough to feel more like a smaller college. That became our differentiating message.
I began to write books about “how to do it,” and with the help of my international professional association, The Council for the Advancement and Support of Education (CASE), I was able to travel around the world talking about integrated marketing,
Larry D. Lauer 
and that you did so well. I was happy to benefit from your counsel.
You have the ability to sift through large amounts of information (and noise) and get to the crux of the matter. That’s a key reason your counsel is so valued.