A lot of college admissions and marketing professionals continue to tell me some version of the following: Gen Z has a low attention span and that’s a big reason why they don’t read all the emails we send. Whenever I hear that – including this past week – I push back. I would argue that a young person's attention span has actually evolved to be more selective because of the amount of information being delivered to them on a daily basis. Psychologists and cognitive researchers

After reading last week’s article, a new subscriber from my newsletter community emailed and asked for more context about students who are on the verge of making their college decision, but seem stuck because they’re worried about making the wrong decision. Over the past 12 years I’ve been asking students on surveys after a final decision has been made, which one of these was their biggest fear during the college search process (Choices: Making the wrong decision, Moving away

We all have bad days. This past Friday night I was sitting on board my first flight home from Madison to Detroit when the captain came...

In previous articles I’ve explained that prospective students will share all kinds of helpful information if you ask better questions –...