Higher Performance Insights | THE PROBLEM ISN'T YOUR MARKETING FUNNEL

June 4, 2025
higher performance insights

Getting Your Value Proposition Right Matters More Than Getting Your Funnel Right


The Problem? Your SEM and CRM Are Working Perfectly


As enrollment declines accelerate and student engagement plummets, here's a hard truth: Our schools aren't failing — our values are. We're optimizing for yesterday's priorities while today's learners walk away hungry for something many are not even measuring.


THE GREAT MISDIRECTION


While we obsess over test scores and college readiness, Bain & Company groundbreaking research on the Elements of Value reveals why students, families, and communities are losing faith in our institutions. We're delivering functional value — but starving them of the emotional, life-changing, and social impact they desperately need.

The numbers tell the story: 40% of high school students report chronic disengagement, college mental health crises have reached epidemic levels, and parents increasingly question whether education is worth the investment. Meanwhile, we continue to optimize metrics that don't measure what matters most.


THE FOUR-LEVEL VALUE CRISIS


Functional Level: We're Actually Decent Here - Schools save time (with organized schedules), provide information, reduce costs (compared to private tutoring), and offer a variety of courses. This is our comfort zone---and our trap.


Emotional Level: We're Failing Spectacularly- When did schools stop being places that reduce anxiety and start being anxiety factories? Where's the fun, the therapeutic value, the wellness focus? Students (and staff) leave our institutions more stressed, not less. We've forgotten that learning should feel rewarding, not punishing.


Life-Changing Level: We've Lost Our Way- Education should provide hope and enable self-actualization. Instead, we've created systems that crush dreams rather than cultivate them. How many students graduate feeling motivated about their future versus those who are relieved they survived?


Social Impact Level: Our Biggest Miss - Schools should develop citizens who contribute to something larger than themselves. Instead, we're producing individuals who feel disconnected from their purpose and sense of community belonging.


THE HIDDEN COST OF VALUE POVERTY


Consider Sarah, a high school senior who recently told me: "I can pass any test you give me, but I have no idea who I am or what matters to me." Her school delivered functional value perfectly, and failed her completely.

This isn't about lowering academic standards. It's about recognizing that when students feel emotionally depleted, disconnected from their purpose, and starved of a sense of belonging, even the most effective test prep becomes meaningless.


Research shows that students experiencing higher-level value elements demonstrate:


  • 67% better long-term retention
  • 45% higher post-graduation satisfaction
  • 78% stronger alumni engagement
  • 52% better mental health outcomes


THREE STRATEGIES TO RECLAIM VALUE


Strategy 1: Design for Emotional Wellness First - Stop treating student mental health as an add-on service. Build therapeutic value into daily experiences:


  • Start each class by connecting learning to students’ hopes and interests
  • Create "anxiety reduction zones" where failure becomes learning fuel
  • Design experiences that feel rewarding, not just rigorous
  • Measure joy alongside achievement


Strategy 2: Embed Life-Changing Moments - Every semester, students should experience at least three "this changes everything" moments:


  • Connect learning to personal identity and purpose
  • Create opportunities for genuine self-discovery
  • Provide hope through mentorship and future visioning
  • Enable students to see their unique potential actualized


Strategy 3: Cultivate Social Impact Daily- Transform education from individual competition to collective contribution:


  • Embed community service into academic learning
  • Create opportunities for students to solve real community problems
  • Build belonging through collaborative purpose
  • Help students see their education as preparation for meaningful citizenship


YOUR VALUE AUDIT CHALLENGE


This Week:

  • Survey 10 random students: "What value does school provide beyond academics?"
  • Identify your school's emotional value gaps
  • List three ways learning could feel more rewarding


This Month:

  • Redesign one program to include life-changing elements
  • Create student wellness metrics that matter
  • Pilot one community impact project per classroom


This Year:

  • Develop a comprehensive value proposition that addresses all four levels
  • Train staff to recognize and deliver emotional and social value
  • Measure student hope, belonging, and purpose alongside test scores


POSSITIVE GOSSIP: THOSE GETTING IT RIGHT


Higher Ed Spotlight: Arizona State University's "Be a Devil" Initiative - ASU transformed student experience by embedding social impact into every major. Their "solving world problems" approach delivers all four value levels simultaneously. Students report 89% satisfaction with purpose-driven learning, and employers actively recruit ASU graduates for their community-minded approach. The result? Record enrollment growth while peer institutions struggle. Learn more about ASU


K-12 Spotlight: New Tech Network Schools - These project-based learning schools redesigned education around real community problems. Students at New Tech High in Napa don't just study environmental science---they solve actual water quality issues for local vineyards. The therapeutic value of meaningful work is evident in the following statistics: a 94% graduation rate, 87% college enrollment, and students who describe school as "the best part of my day." Their secret? Every project delivers hope, a sense of belonging, and self-actualization alongside academic rigor. Learn more about New Tech Network


Both institutions demonstrate that when schools deliver comprehensive value, everything changes — engagement, outcomes, and community reputation.


THE VALUE REVOLUTION MUST START NOW

The schools thriving in 2025 aren't just academically excellent — they're emotionally nourishing, life-changing, and socially impactful. They understand that families don't choose schools solely based on test scores; instead, they choose based on the total value delivered.


Your students aren't asking for less rigor — they're asking for more meaning. They don't want easier classes — they want classes that make them feel more alive, more hopeful, and more connected to something bigger than themselves.


The Elements of Value framework isn't just business theory — it's a roadmap for educational transformation. When we deliver value at all four levels, we not only improve outcomes but also restore faith in education itself.

Your value revolution starts with one simple question: If your students could get knowledge (and a degree) anywhere, why should they choose to learn with you?

The answer isn't in your curriculum catalog — it's in how you make them feel about themselves, their future, and their place in the world.


Ready to Lead This Discussion With Your Team?


If you found value in this topic and would like an easy, prepared way to lead this discussion with your leadership team, we have included a leader guide in our weekly blog covering this same topic.


Join our email group and receive timely topics like this with the added bonus of a downloadable team discussion guide.


Go to https://www.higherperformancegroup.com/blog to sign up today!


Our TQ | Team Intelligence Assessment launches this June, helping educational teams deliver comprehensive value rather than just academic content. Click on the blue button in the image below to learn more.


REFERENCES


Bain & Company. (2016). The Elements of Value in Consumer Markets. Harvard Business Review. (2016).

The Elements of Value, September 2016. National Student Engagement Survey. (2024). Post-Secondary Student Experience Report. Gallup-Purdue Index. (2024).

Life and Career Outcomes for College Graduates. Youth Truth Survey. (2024). Student Voice on School Value and Engagement.



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Take this diagnostic to understand your current position in the transformation: FOR K-12 TEACHERS Rate yourself (1-5) on these statements: I'm excited about AI handling routine tasks so I can focus on student relationships I see technology as amplifying my teaching rather than replacing it I regularly update my skills to stay relevant in changing educational landscapes Students seek me out for guidance that goes beyond content delivery I focus more on developing thinking skills than transferring information FOR HIGHER ED FACULTY Rate yourself (1-5) on these statements: I view AI as freeing me to focus on mentoring and original research I'm adapting my courses to emphasize critical thinking over information recall I actively engage with educational technology to enhance student learning Students see me as a guide for intellectual development, not just a lecturer I'm excited about spending less time on grading and more time on meaningful feedback FOR K-12 ADMINISTRATORS Rate yourself (1-5) on these statements: I spend more time developing people than processing paperwork I use data to inform decisions rather than just comply with reporting requirements Teachers actively seek my feedback and guidance for professional growth I regularly question whether our systems serve learning or just tradition I can articulate a compelling vision that inspires action beyond compliance FOR HIGHER ED ADMINISTRATORS Rate yourself (1-5) on these statements: I focus on institutional mission over administrative efficiency I support faculty innovation in teaching and research methods I see technology as enabling our educational purpose, not driving it Faculty and staff come to me for strategic guidance, not just operational direction I'm actively preparing our institution for the future of higher education Scoring 20-25 : You're positioned to thrive in the AI-enhanced educational landscape 15-19 : You're on the right track, but need to strengthen your adaptive capabilities 10-14 : Significant mindset and skill shifts required for future relevance Below 10 : Time for honest self-reflection about your purpose in education 🗓️ The Implementation Roadmap: Your Next 30 Days Week 1: Assessment and Awareness Days 1-3 : Complete the readiness assessment above with your entire team (department for higher education) Days 4-5 : Identify three routine tasks AI could handle more efficiently (grading, data analysis, scheduling) Days 6-7 : Research AI tools specific to your context (K-12: classroom management, assessment; Higher Ed: research assistance, course design) Week 2: Experimentation Days 8-10 : Try one AI tool for a routine task (ChatGPT for meeting summaries, AI tutoring platforms for student practice, automated grading for objective assessments). Days 11-14 : Document time saved and quality improvements from AI assistance Week 3: Strategic Integration Days 15-17 : Meet with your team/department to discuss AI integration possibilities and concerns. Days 18-21 : Develop protocols for AI use that enhance rather than replace human judgment and maintain academic integrity Week 4: Vision Alignment Days 22-24 : Revisit your core educational purpose and how AI supports it (K-12: student growth; Higher Ed: knowledge creation and transfer). Days 25-28 : Create a 90-day plan for deeper AI integration across your institutio.n Days 29-30 : Share your learnings with other leaders and commit to continued growth The Great Sort Is Already Happening On average, 23% of K-12 teachers left their school in 2023-24, while higher education sees 30% of new faculty leaving within five years (Education Resource Strategies, 2025). Sixteen percent of K-12 teachers report an intention to leave by the end of the 2025-26 school year, and university departments are struggling to fill open positions (WeAreTeachers, 2025). But here's the hidden truth: The right people are staying and thriving. K-12 teachers who love learning are energized by AI tutoring that frees them to focus on inspiration and connection. University faculty who love research are thrilled by AI literature reviews that accelerate discovery and free them for original thinking. School principals who love leading are excited by AI analytics that eliminate data drudgery and enable authentic instructional leadership. College deans who value transformation are energized by AI insights that enable more effective resource allocation and informed strategic decision-making. Superintendents and university presidents who love institutional growth are discovering how AI removes barriers to their visionary work. The people leaving? They were never aligned with education's true purpose anyway. Why This Is the Best Thing Since 1837 Public education has been carrying misaligned weight for decades. People who prioritized job security over student growth. Who counted down to retirement instead of up to impact. Who saw students as problems instead of possibilities. AI is the perfect sorting mechanism. It eliminates the tasks that shouldn't define us (mindless compliance work) while amplifying the roles that matter most (human connection, creative problem-solving, wisdom development). For those misaligned with purpose: This feels threatening because their value proposition just vanished. For those aligned with purpose: This feels liberating because they can finally do what they came here to do. The Fear and the Joy If you're reading this with dread, ask yourself: Why? If you're worried about AI replacing what you do, perhaps what you do was never the real work of education. If you're excited about AI enhancing what you do, you're exactly where education needs you. Those misaligned with purpose fear AI because it exposes their irrelevance. Those aligned with purpose celebrate AI because it amplifies their impact. Public education is about to become what it was always meant to be: a place where humans help humans become more fully human. The machines will handle the machine work. We'll handle the miracle work. What Happens Next The transformation is already underway. Eighty percent of districts have active generative AI initiatives (CoSN, 2025). The question isn't whether this is happening—it's whether you'll be part of the solution or part of the exodus. For K-12 leaders: Stop managing information. Start developing people. Focus on creating conditions that enable both students and teachers to thrive. For higher education leaders: Stop administering programs. Start catalyzing discovery. Create environments that foster learning and research. For all educators: Stop delivering content. Start inspiring transformation. Whether teaching phonics or quantum physics, focus on developing human potential. For everyone: Stop doing what machines can do better. Start doing what only humans can do—connect, inspire, and transform lives. The great sort is here. And for those of us who love public education—really love it, for the right reasons—this isn't just change. It's redemption. What do you think? Are you part of the transformation or part of the exodus? 💬 Share your thoughts: How is AI already changing your leadership approach? 📤 If this resonated, hit share - your network of education leaders needs to see this. 🔔 Follow us for more insights on leading through transformation in K-12 and higher education. 🎯 READY TO LEAD THE TRANSFORMATION? Stop hoping AI will solve your problems automatically. Start building the collective intelligence that turns technological disruption into educational breakthrough. 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