My wife, in her previous job at a local university, sat in on university cabinet meetings in her role as the president's executive assistant. (This meant that she did the meeting minutes. It also meant she got to ask questions like, "So last month we were against this. Now we're for it. How should I reflect this change of heart in the minutes?") Several years ago the cabinet was worried that being a "liberal arts" establishment was "hurting the brand," because potential students (or their parents) were turned off by "liberal." Someone suggested that advertising point out that a liberal arts education taught students how to think — critical thinking! Excellent idea! (Even I thought so. I was getting this during our daily work debriefs, aka commuting home from work together.) Great, says the president, let's get some examples we can use!

After a few weeks of RTAs (Return To Agenda, meaning "we didn't finish this topic last time but maybe this time we'll get lucky") and no good examples, the university changed their branding to emphasize their STEM programs. 😐

And this was with a cabinet that had mostly former professors in the administrator positions.