Jeffrey Docking, President, Adrian College writes: Faced with headwinds, college leadership teams are tasked with coming up with the next new thing. A rebranded website, a catchy slogan, revamped tuition discounting, or a scholarship giveaway. However, while creativity is important to remain competitive, I have also found that the best creative answers often start by recalibrating with an obvious question – what do students want most from their college experience?