“Larry D. Lauer is an early adapter of strategic marketing in academia, and this new work from a great CASE leader provides solid historical insight on how we got where we are, as well as on the challenges looming on the horizon. He makes a compelling rationale for advancement leaders to play an influential role in helping their institutions recognize that we can no longer rely on business as usual. While visionary, the book is also full of great practical advice one can use every day. It's a book to read, then keep close at hand to refer back to as we face the myriad challenges in our daily routines.”

—J. Michael Goodwin, President and CEO, Oregon State University Foundation

“There is no better guide for ‘an adventure in ideas’ than Larry Lauer. In The Transition Academy, Lauer explores with great insight the major influences shaping the future of higher education and the strategic role advancement professionals will play in that future. His detailed road map leads to the compelling conclusion that we not only need to transform our institutions, we also need to transform ourselves.”

—John Lippincott, President Emeritus, CASE

In this “small book about big possibilities,” Larry Lauer offers advancement professionals a primer for rethinking what to do and how best to do it, and for considering the exciting new career possibilities now possible with the revolutionary changes in the higher education sector.

Disruptive changes in the core business model require all areas of educational advancement to help lead the way forward. But to seize this potential Lauer argues, advancement professionals must resist previous tendencies to work in isolation from within internal silos.

To make the most of these opportunities advancement leaders must keep the following factors in mind:

· Big change is inevitable, with both good and bad effects for education

· Media revolutions change everything—but in surprising ways

· Cutbacks by governments require a rethinking of institutional core business

· Advancement must become better integrated to lead the academy forward

· Clarifying the institution’s competitive advantage is vital to its future success

· The right organizational structure is crucial, but there is not one ideal model

· Becoming an effective leader requires passion, political savvy and preparation

· Effective strategic communication is an essential first step.

CASE item 29616

About the Author:
Larry D. Lauer is vice chancellor emeritus at Texas Christian University and senior fellow in the Bob Schieffer College of Journalism at TCU. He is also a senior fellow in the John V. Roach Honors College at TCU and adjunct fellow at the Center for Strategic and International Studies (CSIS) in Washington, DC. Lauer became the first vice chancellor for marketing and communication at TCU in 2000, and the first vice chancellor for government affairs in 2009. Lauer has lectured and/or consulted in more than 18 countries. He is the 2012 recipient of the Frank L. Ashmore Award for Service to CASE and the Advancement Profession.