

The Signal (formerly the EdTech Connect Podcast)
Jeff Dillon
Reaching #4 on the Apple Podcast Education charts, The Signal is the definitive podcast for higher education’s transformation leaders.
Hosted by Jeff Dillon, The Signal cuts through the noise of the "status quo" to bring you the strategic intelligence needed to reshape how institutions recruit, support, and retain students. Every Friday, we sit down with the practitioners and technology builders who are actively defining the next decade of campus life.
Why Higher Ed Leaders Listen:
In one of the most consequential periods for academia, we move past the hype to focus on Human-Centered Innovation. Our episodes feature deep-dive interviews with guest experts from SNHU, EAB, WGU, and Panopto, focusing on the "real work" of institutional evolution.
Core Topics & AI Strategy:
* Artificial Intelligence: Practical AI adoption, governance, and the "Human in the Loop" mindset.
* Enrollment Marketing: Modern recruitment strategies and GEO (Generative Engine Optimization).
* Student Success: Data-driven retention, mental health, and digital engagement.
* Institutional Transformation: Navigating digital transformation with a focus on workforce readiness and AVPs reimagining student care.
Whether you are a C-suite leader, IT Director, or Faculty member, join our community of 70,000+ professionals to stay ahead of the curve.
New episodes every Friday. Learn more at edtechconnect.com
Hosted by Jeff Dillon, The Signal cuts through the noise of the "status quo" to bring you the strategic intelligence needed to reshape how institutions recruit, support, and retain students. Every Friday, we sit down with the practitioners and technology builders who are actively defining the next decade of campus life.
Why Higher Ed Leaders Listen:
In one of the most consequential periods for academia, we move past the hype to focus on Human-Centered Innovation. Our episodes feature deep-dive interviews with guest experts from SNHU, EAB, WGU, and Panopto, focusing on the "real work" of institutional evolution.
Core Topics & AI Strategy:
* Artificial Intelligence: Practical AI adoption, governance, and the "Human in the Loop" mindset.
* Enrollment Marketing: Modern recruitment strategies and GEO (Generative Engine Optimization).
* Student Success: Data-driven retention, mental health, and digital engagement.
* Institutional Transformation: Navigating digital transformation with a focus on workforce readiness and AVPs reimagining student care.
Whether you are a C-suite leader, IT Director, or Faculty member, join our community of 70,000+ professionals to stay ahead of the curve.
New episodes every Friday. Learn more at edtechconnect.com
Episodes
Mentioned books

Nov 14, 2025 • 30min
Ep. 61 - Rasheed Behrooznia: Beyond the Student ID & The Future of Campus Commerce and Experience
How can universities create a seamless, safe, and connected experience that meets the soaring expectations of today's students? In this episode of Edtech Connect, host Jeff Dillon sits down with Rasheed Behrooznia, Executive Vice President and General Manager at Transact+ CBORD, who leads a $250 million business serving over 1,500 institutions.
Drawing from his unique background in defense systems engineering and transportation tech, Rasheed explains why the modern campus is like a "smart city" and how mission-critical technology—from mobile credentials in digital wallets to AI-powered dining—is the key to navigating it. They dive into the explosive 90% adoption rate of mobile student IDs, how his team balances massive scale with rapid innovation, and why the convergence of FinTech and EdTech is creating powerful new insights.
For any leader looking to reduce friction and build a truly integrated campus ecosystem, this conversation is a masterclass in leveraging technology to put the student experience first.
Key Takeaways
The Campus is a "Smart City": Modern campuses are complex ecosystems where students navigate numerous daily use cases—from residential access and dining to parcel pickup and makerspaces. The goal is to integrate these into one seamless, safe, and efficient experience, much like a smart city, rather than treating them as disjointed, one-off tasks.
Mobile Credentials are Now Table Stakes: The digital student ID, housed in the secure element of a phone or watch, has moved from a novelty to an expectation. With a 90% adoption rate at deployed institutions, it's the foundational layer for a frictionless campus experience, and the innovation now focuses on what can be built on top of this platform.
Balance Innovation and Scale with a Portfolio Mindset: Managing a vast product portfolio requires strategic prioritization. The key is to assess where each solution is in its lifecycle—heavy innovation, growth, or maturity—and use continuous client feedback and data to weigh the "hundreds of good ideas" against mission-critical reliability and security needs.
AI is an Operational Streamliner and Future Disruptor: In the short term, AI is being applied to solve immediate operational pains, such as using machine learning to predict food order ready-times or natural language interfaces for system queries. Long-term, AI is expected to be a disruptive force that will fundamentally change campus operations.
The Rate of Innovation Must Match Student Expectations: Student expectations evolve as fast as technology does. What was once a cutting-edge feature quickly becomes a baseline requirement. To keep pace, EdTech providers must continuously increase their own rate of innovation, leveraging cloud architectures to deliver updates to all clients simultaneously.
Success is a Team Sport: In an era of accelerated change and pressure to do more with less, impactful transformation cannot happen in silos. Rasheed's central message to university leaders is to "work as a team," leaning on trusted partners and fostering collaboration to navigate the future successfully and safely.
Find Rasheed Behrooznia:
LinkedIn
https://www.linkedin.com/in/rbehrooznia/
Transact + CBORD
https://www.transactcampus.com/home
And find EdTech Connect here:
Web: https://edtechconnect.com/

Nov 7, 2025 • 22min
Ep. 60 - Ricardo Rengifo: From Filing Cabinets to a Future-Ready Campus
Why is coordinating family dinner surprisingly similar to managing complex university processes? In this episode of Edtech Connect, host Jeff Dillon sits down with Ricardo Rengifo, President and CEO of DBS Software and Services, a pioneer in digitizing campus operations.
Ricardo pulls back the curtain on the "document chaos" that plagues so many institutions—the siloed systems, fillable PDFs, and endless email chains—and reveals the path to a streamlined, paperless future. They discuss how smart forms and e-signatures transform user experience, why the biggest ROI often comes from overlooked operational areas like HR and facilities, and how to overcome the twin roadblocks of fear and perceived lack of IT resources.
For any campus leader drowning in paperwork or looking to launch a digital transformation, this conversation is a practical guide to eliminating friction, boosting efficiency, and finally creating that single, seamless digital experience for students and staff.
Key Takeaways
Start with the Painful, Overlooked Processes: Don't try to boil the ocean. The biggest ROI for digital transformation often comes not from student-facing applications, but from internal operational areas like HR, facilities, and faculty contracting, where cumbersome, paper-based processes create significant hidden costs and inefficiencies.
"Smart Forms" are a Game Changer, Not Just Digital Paper: Moving from a fillable PDF (a "dumb" container) to an interactive smart form transforms the user experience. Smart forms guide users with logic and validation, reduce errors, and automatically kick off workflows, moving information seamlessly from user to stakeholder.
A Partnership Model is Key to Successful Change Management: Successful implementation isn't just about installing software; it's about partnership. By starting with a few key use cases to prove value, building internal champions, and providing "concierge-level" support, schools can socialize success and drive organic adoption across departments.
The Right Tool for the Job Saves Money: Many schools use the wrong tools for their needs, such as trying to model complex workflows in e-signature platforms like DocuSign, which causes costs to skyrocket. A dedicated forms and workflow solution can handle signatures at a much lower total cost.
The Future is Intelligent and Accessible Automation: The next wave of innovation is moving beyond simple digitization to intelligent automation. Integrating AI (like using ChatGPT to generate code for form logic) empowers non-technical staff to create complex, rich digital experiences without needing to be programmers.
Sign up for the Webinar and find out how to transform your college and save money:
https://us06web.zoom.us/webinar/register/1617603826973/WN_JUrajEQBT0mys3qU5Ibk_w
Find Ricardo Rengifohere:
LinkedIn
https://www.linkedin.com/in/rrengifo/
DBS Software and Services
https://www.dbsgroup.net/
Sign up for the November 19th webinar here:
Web: https://edtechconnect.com/

Oct 31, 2025 • 31min
Matthew Seitz: Humans + AI = Business Impact at UW Madison’s AI Hub
What does training for one of the world's hardest Ironman races have in common with leading AI transformation in business education?
Host Jeff Dillon sits down with Matt Seitz, Director of the AI Hub for Business at the University of Wisconsin-Madison. A veteran of Google, Abbott, and McDonald's, Matt brings 30 years of tech leadership to his mission of preparing students for an AI-driven world. He draws powerful parallels between overcoming the fear of the triathlon swim and the misconceptions holding businesses back from AI adoption. They tackle the critical questions: How can universities balance genuine learning with the need for AI skills that employers demand? What's the "barbell effect" of prompting and verification that students must master? And why is using AI today like having a pair of carbon-plated running shoes in a race?
For anyone looking to understand the practical, human-centric future of AI in education and business, this conversation is packed with actionable insights and a healthy dose of motivation.
Key Takeaways
AI is Like the Ironman Swim—The Fear is Worse Than the Reality: The biggest barrier to AI adoption is often misconception and fear, just like how many avoid triathlons due to the swim. In reality, the swim is the shortest part, and AI's perceived challenges are often more manageable than they seem when you start engaging with them.
Future-Proof with a "Barbell" Skill Set: The most valuable professionals will be strong at both ends of a "barbell": deeply knowing their core domain (e.g., marketing, finance) and mastering AI skills (prompting, verification), with the crucial connector being adaptability to continuous technological change.
The Education Paradox: "Cheating" vs. "Job-Ready": There's a fundamental tension in education where what a teacher might consider "cheating" (e.g., using AI to write an essay) is exactly what a company expects a new hire to be able to do productively. Institutions must find ways to preserve genuine learning while equipping students to be "AI superheroes."
Use AI Now to Gain a "Carbon Shoe" Advantage: Just as carbon-plated running shoes gave early adopters a significant speed advantage, using AI tools today provides a competitive edge. Being an early and proficient user makes you more effective ("superhuman") and puts you ahead of peers who are slower to adopt.
Human + AI is the Winning Combination: AI is not a magic bullet for replacing humans. Its greatest power is in augmenting human capability. The most impactful business outcomes come from a human defining the goal, strategy, and creative direction, and then working with AI to execute and optimize.
Authenticity Will Become a Premium Value: As AI generates a flood of content, there will be an increasing premium on genuine, human authenticity. The MIT "Your Brain on ChatGPT" study showed that over-reliance on AI can lead to "anodyne" work and less ownership, highlighting the enduring value of original thought and human connection.
Find Matthew Seitz here:
LinkedIn
https://www.linkedin.com/in/mattseitz/
University of Wisconsin - Madison
https://www.wisc.edu/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Oct 24, 2025 • 33min
Nick Cawthon: Responsible AI and Strategic Design
How can universities overcome their unique challenges to create amazing digital experiences in an AI-driven world?
In this episode of Edtech Connect, host Jeff Dillon sits down with Nick Cawthon, a seasoned UX strategist with over two decades of experience working with giants like Adobe and Visa, and a professor at the California College of the Arts. Nick pulls from his rich background in the first dot-com boom to draw powerful parallels between then and now, arguing that we are in a similar era of transformative potential with AI. He offers a candid look at why higher ed struggles with UX—citing complexity, siloed departments, and slow-moving governance—and provides a fresh perspective on how to navigate it.
They dive into the ethical integration of AI, the irreplaceable value of human creativity, and why mastering the humble spreadsheet is more important than ever. For any leader, educator, or designer looking to build more intuitive and impactful digital products, this conversation is packed with practical wisdom and strategic insight.
Key Takeaways
Design Thinking is a Personal Productivity Tool: The principles of design thinking are not just for work. They can be applied to manage personal life, transforming scattered thoughts into a tangible, actionable plan.
Higher Ed's UX Problem is a Governance Problem: The struggle to create great digital experiences isn't due to a lack of ideas, but often because of organizational complexity, siloed departments, and a lack of trust that prevents unbiased user research and streamlined decision-making.
AI Resets the Starting Line for Everyone: Just as the internet and tools like QuarkXPress once leveled the playing field, AI is doing the same today. It’s not about replacing skills but augmenting them, allowing those who embrace it to move from idea to deployed application at an unprecedented speed.
Embrace AI with Amnesty and Transparency in Education: Instead of treating AI as "cheating," educators should grant "amnesty" and encourage its use, with the requirement that students document their process and prompts. This fosters mentorship and transparency, turning AI into a collaborative learning tool.
Ethical AI Considers More Than Output: Ethical integration requires looking beyond the "magic" of the output. Consider the human labor used to train models, the intellectual property sourced, the mental health of content moderators, and the environmental impact (carbon footprint) of running AI processes.
Foundational Data Skills Are Still Critical: In an age of sleek SaaS interfaces, the fundamental skill of manipulating data in a spreadsheet (e.g., pivot tables, VLOOKUPs) is more important than ever. It teaches the crucial process of normalizing and analyzing data, which is the bedrock of any data-driven narrative or AI application.
Prototype and Validate AI Ideas Rapidly: The speed of AI tools allows teams to prototype and test complex product ideas quickly. This enables rapid iteration and "failing fast," helping to validate usability and refine the target user profile before making significant investments.
Find Nick Cawthorn here:
LinkedIn
https://www.linkedin.com/in/nickcawthon-ux-digital-agency-product-design-leadership/
Gauge
https://gauge.io/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Oct 17, 2025 • 27min
Dipesh Jain: AI, Accessibility, and the Future of Learning with Magic EdTech
What does it take to create digital learning that is truly for everyone? In this episode of Edtech Connect, host Jeff Dillon sits down with Dipesh Jain, Vice President of Revenue at Magic EdTech, a company with a 35-year mission to make learning accessible and transformative.
Dipesh shares his unique journey from physical therapist to tech leader and how that background shapes his empathetic, partner-first approach to client relationships. They dive into the critical challenges facing education today—from boosting student retention with modern platforms to navigating the urgent demands of accessibility compliance.
Dipesh offers a clear-eyed view on implementing ethical AI that serves real student needs, not just parlor tricks, and explains how his team is making static video content interactive and on-demand. For anyone invested in the future of inclusive, global education, this conversation is a masterclass in mission-driven innovation.
Key Takeaways
Mission Over Transaction: The key to long-term partnerships (some lasting 15-20 years) is treating clients as true partners, not customers. This means acting as an extension of their team, understanding their deepest challenges with empathy, and focusing on delivering results that advance their educational mission.
Accessibility and Ethical AI are Non-Negotiable Pillars: Digital learning must be built accessibly from the start, not retrofitted later due to compliance mandates. Similarly, AI implementation in education must prioritize safety, security, and reliability over being "cutting-edge," ensuring it serves the core mission of learning without bias.
Innovation Must Be Incremental and Inclusive: Disruptive, large-scale innovation can leave learners behind. Effective change in education is slow, sequential, and designed to bring all students along, regardless of their resources or digital literacy. This ensures equity and prevents a wider digital divide.
Solve Real Friction Points, Don't Just Chase AI Hype: The best AI applications solve specific, high-friction problems in the user journey. Examples include providing 24/7 academic support for adult learners or using AI to audit and remediate content for accessibility deadlines, moving beyond "parlor tricks" to tools with substantial impact.
Understand the "Why" Behind the User: Deeply understanding the user persona—including their daily frustrations, life circumstances, and goals—is the foundation for aligning sales, marketing, and product development. This user-centric focus is crucial for creating solutions that genuinely improve engagement and retention for both traditional and non-traditional students.
AI is Making Learning Bidirectional and Personalizable at Scale: Two of AI's most transformative roles are turning passive, unidirectional content (like videos) into interactive learning experiences and finally enabling true personalization for each individual learner, a feat that was impossible to achieve at scale in a traditional classroom setting.
Find Dipesh Jain here:
LinkedIn
https://www.linkedin.com/in/dj17/
Magic Edtech
https://www.magicedtech.com/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Oct 10, 2025 • 29min
David Nelson: Why 76% of Students Want to Study Abroad
Student interest in studying abroad is at an all-time high, but so are the challenges of cost, safety, and accessibility. In this episode of Edtech Connect, host Jeff Dillon sits down with David Nelson, Director of Study Abroad at Terra Dotta and a veteran international education leader.
David breaks down the findings from Terra Dotta's latest survey, revealing why 76% of students want to study abroad and how their motivations are shifting from personal growth to resume building. They explore the "clustering effect" of social media, why students are choosing "safe" destinations like the UK, and the critical role parents play in the decision-making process.
David also shares how technology—from AI-driven data analysis to automation—is helping understaffed offices meet student expectations and make global experiences more affordable and impactful. For anyone involved in international education, this is a deep dive into the data shaping the future of study abroad.
Key Takeaways:
Student Interest is High, But Destinations are Concentrating: While 76% of students express a desire to study abroad, post-pandemic trends show them clustering in perceived "safe," English-speaking destinations (like the UK) rather than spreading out globally. This creates logistical challenges for universities and limits the diversity of experiences.
The "Why" Has Shifted from Personal to Professional Growth: Students now view study abroad primarily as a critical differentiator for their resumes and future careers in a globally competitive job market, moving beyond just the goal of personal enrichment.
Parents are a Critical (and Often Anxious) Audience: Recruitment must start as early as high school, but universities must also address the "helicopter parent" factor. Parents are a major influence and often need reassurance about safety and structure, making faculty-led programs a key selling point.
Technology is Essential for Scaling and Affordability: With tight budgets and no new staff, offices must leverage existing tech (like Microsoft Power Automate) and AI to automate processes, provide instant student communication, and use data to negotiate better, more affordable program options with providers.
AI is a Powerful Tool for Data-Driven Decision Making: AI can analyze thousands of student feedback points (surveys, emails, reviews) to perform sentiment analysis and identify program value. This allows universities to make concrete, data-backed decisions about which programs to keep, cut, or improve to better serve students.
Virtual Experiences are Bridging the Cost Gap: For students who cannot afford a traditional $10,000 program, virtual internships with major global companies (Netflix, Nike, Airbnb) offer a lower-cost alternative that still provides prestigious resume-building and professional experience.
Find David Nelson here:
LinkedIn
https://www.linkedin.com/in/denelson123/
Terra Dotta
https://terradotta.com/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Oct 3, 2025 • 35min
Joshua Meredith: From Dean to Deloitte: Tech, Strategy & Student Success
How can universities break free from outdated systems and siloed data to create a seamless, modern experience for students and staff?
In this episode of Edtech Connect, host Jeff Dillon sits down with Joshua Meredith, JD, a Client Relationship Executive at Deloitte Consulting with over 12 years of experience inside higher ed. Joshua brings a unique perspective from his roles at Georgetown and Yeshiva University, and now from the consulting side, where he helps institutions navigate their biggest tech challenges. They dive into the urgent need to replace aging ERPs and SIS systems, the transformative power of unifying data, and the practical applications of AI from the classroom to the athletic field. Joshua offers a clear-eyed view of the budget realities schools face and provides crucial advice for leaders looking to future-proof their institutions.
This is a must-listen for any university leader, CIO, or administrator invested in building a more connected, data-driven campus.
Key Takeaways:
The End of the ERP Era is Here: The enterprise systems (like PeopleSoft) implemented in the early 2000s have reached the end of their life cycle. Institutions must now upgrade to modern, mobile-friendly platforms that allow for true data interconnectivity to meet today's user expectations.
Data is a Cavernous (But Solvable) Problem: Campuses generate vast amounts of data (from key card swipes to LMS logins), but it's often siloed and unusable. The next revolution in higher ed will be about unifying this data to generate actionable insights for everything from space utilization to student mental health.
The "Integrated Experience" is Non-Negotiable: Students expect a seamless, app-like experience, not 20 different links to manage their academic life. Creating a unified Digital Experience Platform (DXP) is critical for student satisfaction and institutional success, especially for decentralized schools.
AI is a Practical Tool, Not Just a Buzzword: The most immediate benefits of AI lie in augmenting human roles, such as providing advisors with tools to manage larger caseloads more effectively. It can also analyze disparate data points (dining hall use, gym attendance, LMS activity) to proactively identify and support at-risk students.
Change Requires a Dedicated "Band" of Investment: University leaders must consciously earmark a specific portion of their budget for technological change and innovation, separate from maintenance costs. Waiting for immediate ROI or trying to fit transformation into an already-baked budget is a recipe for falling behind. Leaders need to plan and fund this journey years in advance.
Your Network is Your Net Worth: A recurring lesson from Joshua's diverse career is that the people you meet are never transactional. Relationships built along the way will often circle back and become integral to your career and life, underscoring the importance of not burning bridges.
Find Joshua Meredith here:
LinkedIn
https://www.linkedin.com/in/joshuameredithjd/
Deloitte
https://www.deloitte.com/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Sep 26, 2025 • 29min
Jenny Li Fowler: Elevating MIT's Digital Presence
Join host Jeff Dillon for a conversation with Jenny Li Fowler, the Director of Social Media Strategy at MIT. In this episode, Jenny pulls back the curtain on what it's really like to manage the social presence for one of the world's most innovative universities.
She discusses her journey from TV journalism to leading MIT's digital strategy, growing their following to over 6 million. Jenny gets real about the lack of a "secret sauce," the surprising misconceptions about her job, and the challenges of being a one-person team. They also dive into platform strategies, the evolving role of AI, and how to handle a social media crisis.
For anyone in higher ed marketing, this is a masterclass in intentionality, community building, and trusting your gut in the fast-paced world of social media.
Key Takeaways:
There is No "Secret Sauce": Massive growth (like MIT's 6M+ followers) isn't achieved through a single trick. It's the result of being intensely intentional with every post, caption, and image, ensuring everything ties back to core goals.
Social Media is Not a Side Hustle: A common misconception is that managing social media is simple and quick. In reality, it requires meticulous planning, strategy, and can take significant time for a single, well-crafted post.
Platforms Are Not Created Equal: Audiences on different platforms expect different content. TikTok demands a different style than Instagram Reels. It's crucial to optimize content for how each specific audience prefers to consume it.
Your Superpower is Listening, Not Just Talking: Especially during a crisis, the primary role of social media is to monitor, listen, and serve as a critical ear to the ground for leadership, providing them with real-time intelligence to inform decisions.
Focus on Public Engagement Metrics: Relying on public metrics like engagements (likes, comments, shares) provides a consistent and reliable feedback loop that tells you what your community wants to see more of, without depending on proprietary platform analytics that could disappear.
Paid vs. Organic is an Audience Decision: Paid media makes sense for competitive, specific goals (e.g., business school programs), but proven organic content is often the best foundation for a successful paid campaign.
Embrace AI as a Tool, Not a Replacement: AI won't take your job, but someone using AI effectively might. Use it for analysis, tone adaptation, and brainstorming—not for copying and pasting content directly to your channels.
Trust Your Gut and Don't Be Reactive: In a volatile, fast-moving medium, your intuition is a superpower. Avoid reactive posting; take a beat to assess situations and bring in the right people before responding.
Find Jenny Li Fowler here:
LinkedIn
https://www.linkedin.com/in/jennylifowler/
Podcast - Confessions of a Higher Ed Social Media Manager
https://www.enrollify.org/podcasts/confessions-of-a-higher-ed-social-media-manager
MIT
https://mit.edu/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Sep 19, 2025 • 29min
Ep. 53 - Melanie Lindahl: Beyond the Red Stapler, Budget Friendly UX Strategies for Higher Ed
In this episode of EdTech Connect, host Jeff Dillon sits down with Melanie Lindahl, Senior UX Designer at UT Austin and winner of the Red Stapler Award for her groundbreaking conference talks on user experience. With a unique background in fine arts and web development, Melanie breaks down how higher ed institutions can implement powerful UX strategies—even on a shoestring budget.
From debunking myths about cost and complexity to sharing practical, no-cost tactics like user interviews and “donut diplomacy,” this conversation is a masterclass in making digital experiences more intuitive and impactful.
Tune in to learn why skipping UX is like shoving chocolate chips into baked cookies—and how to avoid crumbling user trust.
Key Takeaways:
UX Doesn’t Require Fancy Tools or Big Budgets:
Melanie’s “toolkit” is her brain, empathy, and low-cost methods like surveys, user interviews, and casual feedback sessions (often fueled by donuts!).
Success hinges on understanding user pain points—not expensive software or eye-tracking tech.
Start Small, Start Now:
You don’t need permission or a dedicated UX title to begin. Simply talking to users about their frustrations can uncover actionable insights.
Small, consistent efforts (e.g., observing “spicy clicks” or testing navigation) compound into significant improvements over time.
UX Is Cheaper Early—Not as an Afterthought:
Skipping UX until post-launch is like “shoving chocolate chips into already-baked cookies”—it’s messy, ineffective, and erodes trust.
Integrating user feedback throughout the project lifecycle saves time, money, and reputation.
AI Is a Helper, Not a Replacement:
Melanie uses AI for ideation and summarizing findings but remains cautious about synthetic personas (risk of “sycophantic” feedback).
Human nuance and observation are irreplaceable—especially for noting subtle behaviors during testing.
Fight Assumptions with Data:
UX research provides evidence to challenge internal biases (e.g., “But we’ve always done it this way!”).
Even simple data (e.g., students defaulting to search bars) can redirect resources and priorities effectively.
Personalization Requires Purpose:
Don’t personalize for its own sake. Align it with clear goals—e.g., streamlining tasks for current students vs. avoiding “creepiness” for prospects.
Start with low-hanging fruit (e.g., displaying exam dates instead of general finals week) for high impact.
Culture Change Through “Donut Diplomacy”:
Build bridges across silos by inviting dialogue (and snacks!). UX is everyone’s job—not just a single department.
Momentum builds as leadership sees results from user-centered decisions.
You Are the UX Advocate Your Institution Needs:
You don’t need a title to champion user experience. Be feisty, start conversations, and bake UX into every project—no permission required.
Ready to start your UX journey? Follow Melanie’s work and remember: the best UX strategy begins with a single question—“What’s frustrating you?”
Find Melanie Lindahl here:
LinkedIn
https://www.linkedin.com/in/melanie-lindahl/
The University of Texas at Austin
https://www.utexas.edu/
And find EdTech Connect here:
Web: https://edtechconnect.com/

Sep 12, 2025 • 34min
Ep. 52 - Ethan Braden: Building Iconic University Brands
In this episode of EdTech Connect, host Jeff Dillon sits down with Ethan Braden, Vice President and Chief Marketing Officer at Texas A&M University—and the Content Marketer of the Year—to explore how iconic academic brands cut through the noise in a crowded higher ed landscape.
From his days launching billion-dollar pharma brands at Eli Lilly to transforming Purdue into a nationally recognized innovator, Ethan shares how he’s now harnessing tradition, momentum, and mission at Texas A&M to build a brand that resonates globally.
Tune in for a lesson in balancing legacy with innovation, why emotion and data must work hand-in-hand, and how to create content that doesn’t just get seen—it gets remembered.
Key Takeaways:
Define Your “One Thing”:
In a sea of 4,000+ universities, schools must be known for something specific. Avoid being a “Swiss Army knife”—focus on 1-2 core differentiators (e.g., Texas A&M’s focus on magnitude, momentum, and mission).
Balance Tradition and Innovation:
Honor institutional history and values, but stay relevant by evolving to meet audience needs. Great brands (like Disney or Yeti) stay true to their core while adapting to the future.
Invest in Both Art and Science:
Art: Emotion-driven storytelling and authentic content (e.g., Texas A&M’s viral videos).
Science: Data-driven distribution, testing, and platform mastery (e.g., YouTube ABCs, paid amplification).
Lead with Courage and Curiosity:
Foster a culture where teams can take risks and fail forward. “I’d rather pull you back than have to push you forward.”
Hire for AI curiosity and seriousness—it’s a strategic partner, not a replacement.
Leverage AI for Insight and Efficiency:
Use synthetic market research to test ideas faster/cheaper (e.g., video scripts, naming).
AI augments human creativity but doesn’t replace authenticity—stay in control.
Measure What Matters:
Look beyond views to engagement, watch time, brand equity, and national conversation.
Track whether content resonates (e.g., 95% average view duration) and drives perception shifts.
Portfolio Thinking Wins:
Unify under a master brand (e.g., “Texas A&M”) while allowing localized expression—consistency ≠ uniformity.
Storytelling Is Your Superpower:
Higher ed is rich with untold stories. Be curious—find the “clay” and mold it into something beautiful that the world needs to hear.
Ready to rethink your brand strategy? Follow Ethan’s work at Texas A&M and learn how to blend heart, data, and daring to build a brand that matters.
Check out the moving Google Search: Reunion ad here:
https://www.youtube.com/watch?v=gHGDN9-oFJE
Find Ethan Braden here:
LinkedIn
https://www.linkedin.com/in/robertethanbraden/
Texas A&M University
https://tamu.edu/
And find EdTech Connect here:
Web: https://edtechconnect.com/


