what I call success skills, and how that is either being changed by AI, modified by AI, or maybe not even affected at all.

You know, I think that to some degree that we're dealing with a little bit of a language and in a contextual gap about what higher education is.

And what we've seen is sometimes when you're an industry that's under pressure or something that the pendulum tends to swing really far in the opposite direction.

What's happened is we've kind of forgot to talk about all these things that make higher education so great.

It's the relationships, it's the experiences, it's the ability to sit in a classroom of peers and debate someone who has a lot of letters at the end of their name about an idea.

And that's the only way that you can really learn concepts, defend your beliefs, or defend your ideas is in that kind of setting.

And that's the only way that you can exhibit leadership skills.

create something or you research something and you discover something but then what do you do with that and that's the talent that we send out into the world and I know we do at the University of Memphis but I would love to know what Baylor does as you're preparing these students maybe at the end of their fourth year to get out there and get that job and go to the next level what are you guys doing?

I mean, I can look at the taglines and you can cover up the logo and you can say, I can name six schools that can fit

that.

No, you're exactly right.

And here being at the CCCU conference, people like to wear their logos, which is great, their brands.

And I walk by and look at people and try to say, okay, what do I know about that institution? Why do I know this? Where have I seen it? And things of that nature.

And the higher ed, we're getting so much better And we're not where we need to be, but it is kind of this, we follow the flock.

We're a bunch of sheep as part of that.

So tell me a little bit about what role does cultural life in Waco play in shaping Baylor's brand identity or how maybe does Baylor's brand identity shape Waco?