In a recent New York Times piece, the writer asks a critically important question: Colleges have been an important small-town lifeline--what happens when they shrink? In their hot-off-the-shelf new book, Knowledge Towns: Colleges and Universities as Talent Magnets, David J. Staley and Dominic D.J. Endicott suggest that this current scenario is an opportunity for such institutions to rethink and redefine their missions with their geographic place at the center. In Staley's most recent IngenioUs blog article, he describes what this might look like and offers that both the institution and the surrounding community have much to gain by partnering together to design a strategy for creative place-making.