Bart Caylor is truly one of the visionaries in our space. Know What You Don’t Know is a masterful distillation of the insights leaders are urgently seeking as they navigate marketing, enrollment strategy, and the rapidly shifting landscape we all share. As an edtech leader, I face many of the same pressures as campus leaders: changing student behavior, the rise of AI, the need for smarter marketing investment, and the challenge of aligning teams around clear, data-driven strategy. Bart speaks directly to those realities. What sets Bart apart is his ability to translate complex concepts into practical guidance leaders can use immediately. His call for courageous, student-centered, data-informed leadership resonates across the entire higher ed ecosystem.
Bart’s work has always pushed our industry forward, but this book feels especially essential. Know What You Don’t Know is not just timely; it is transformative. Every enrollment leader, and every leader supporting higher education, should read it.