In this episode, Rustam Irani challenges higher-ed marketers to stop “playing it safe,” sharing how an early-career DIY innovation project sparked a career-long commitment to testing, multi-channel strategy, and culture change. He connects lessons from building a waterproof GPS rig to the realities of rising CPCs, AI-driven shifts in search, and the internal politics of getting buy-in for new ideas—culminating in a practical weekly challenge to run one brave test.
Resources Mentioned
• TikTok - https://www.tiktok.com/
• Snapchat - https://www.snapchat.com/
• Reddit - https://www.reddit.com/
• Spotify - https://www.spotify.com/
• Pandora - https://www.pandora.com/
• YouTube - https://www.youtube.com/
• Google Ads – Performance Max (PMax) - https://ads.google.com/intl/en/home/campaigns/performance-max/
• Meta Advantage+ - https://www.facebook.com/business/advantage
• Facebook Lead Ads - https://www.facebook.com/business/ads/lead-ads
Timestamps
• 00:03 — Why “playing it safe” is risky + how to apply an innovation mindset to higher-ed marketing (AI/AEO, shifting channels)
• 01:18 — Origin story: building a waterproof GPS (IMAP) and the power of constraints-driven creativity
• 06:17 — Rising CPCs and why you must go truly multi-channel (CTV, Spotify/Pandora/YouTube); from 7 to 11–12 brand impressions
• 07:49 — Fund experimentation: carve out a 5–10% R&D budget; lessons from Facebook Lead Ads
• 10:38 — What to test now: TikTok, Reddit, Google PMax, Meta Advantage+—and the guardrails you’ll need
• 12:46 — Put students first: authenticity and outcomes-driven messaging across every channel
• 14:32 — Getting buy-in: navigating internal politics and proving ROI; the inbound-test playbook
• 19:39 — Weekly challenge: pick one “best practice” to break, run a test, and build a culture of innovation
