Higher ed has too much sameness already. The institutions leading the way in ten years are the ones that get specific now. The real work of figuring out who you are and what makes your institution worth choosing requires a human doing the thinking. It doesn't have to be us. It can be your provost, your faculty, your board, or another consultant entirely. But it should be someone who knows your institution well enough to make creative calls, ask uncomfortable questions, and push back.