A few weeks ago, North Park University’s Marketing and Enrollment VP Nate Mouttet and President David Parkyn hosted a presentation and conversation about coherence with approximately 60 on-campus marketers at North Park. The professional teams from admissions, recruitment, advancement and internal communications attended a “workshop” after reading Coherence: How Telling the Truth Will Advance Your Cause and Save the World. We had an opportunity to discuss the North Park brand as it is evolving. 

It was a fascinating discussion, touching briefly on many of the topics discussed in Dr. Parkyn’s excellent new book, Discovering Our Voice, a nifty volume articulating how North Park’s mission, vision and brand distinguishes the University from its peers and competitors. What I really enjoyed about reading his articulation of North Park’s key messages was his honesty and transparency. (Perhaps you’ve heard: we call that coherence at RHB).   

In Discovering Our Voice, Dr. Parkyn creatively addresses the influence of history and cultural shifts on North Park’s brand. He’s honest about what North Park has become. He’s shown the vitality of the institution. He’s given it voice.

As the pressure is applied to higher ed to accountably perform at great levels, we have to do a better job of articulating our purpose(s) and our contributions to society. Parkyn does just that by defining eight distinctive educational ideals that give North Park its voice.

I loved this passage particularly:

Whatever we are privileged to learn is not meant to be hoarded, to be kept to ourselves in isolation from all others. Whatever we learn must soon be shared, it must become a gift to others. A gift which helps others learn. A gift which shapes the world around us for the better. A gift which lifts others up even as we have been lifted up by the gifts of others.

Maybe that means he’ll share what he’s learned with you.

-Rick Bailey is the principal and founder of Richard Harrison Bailey/The Agency and author of Coherence: How Telling the Truth Will Advance Your Cause (and Save the World). Follow him on Twitter @RichardHBailey.