Are there a few principles we should keep top of mind before we make a move? Before we produce that case for support, admissions viewbook, media pitch, dean's speech, annual fund appeal, lecture poster, all campus announcement, grant proposal, event invitation, campus store t-shirt ... refrigerator magnet? There are. And you probably know them already or follow them intuitively. But let's name them. Discuss them. And ensure we're reaching our constituents, both head and heart.