One way effective leaders advance an institution is to nurture the interests and passions of community members, use those interests to sharpen the definition of the institution, and then extend successful outcomes through a continuous, campaign-like process. In this session, planners at Emory University describe this process. They link new ideas about global cities to the work of guiding change in higher education and discuss specific strategies they have used. This framework can be applied to colleges and universities of all types.