Bradley University President Stephen Standifird is not worried about the impending demographic cliff. Instead, Standifird is laser focused on facilitating a rethink about how his University operates based on student needs and aspirations. In our conversation Dr. Standifird shares his conviction that it is not enough today for colleges and universities to merely be student concerned. At Bradley, they are taking it a step further, using the research-informed insights gleaned in a recent strategic planning process about what today's college-going students are looking for to redesign the system around them. It's a subtle yet powerful distinction.