Many doctoral research-intensive institutions are realizing that their role in higher education is different from that of their research-extensive counterparts. For these schools, mission, niche, and priority identification have become increasingly important. This session documents the journey of one such university to establish a distinctive identity from the perspectives of its president, provost, and planning administrators. Planners, academic officers, and presidents will gain insights that they can use for their trip in this complicated area of strategic planning.