This is quite a powerful branding message. I like it a lot. Colleges and universities have far too long been academically siloed, forcing their rigid discipline-focused degree program structure on the outside world. I worked for a large local private institution about 15 years ago in a turn-around situation, and trying to get faculty to collaborate to create cross-disciplinary degree programs was worse than pulling teeth. This represented an innovative approach to resurrect a moribund business college, but faculty were too steeped in their insular traditions to budge. A few stepped forward, but most just wanted to teach in their narrow discipline and not be bothered. It made me want to gouge my eyes with a katana.
There is a role for an elite Northwestern in our society. And I think this video captures at least some of it: Get the smartest damn kids you can get, and get them to do ground-breaking work in the Arts and Sciences.
This is not a mission focus to directly serve the underserved. Publics have a role in that. That is not NU's role, We can serve society best with our formidable resource base by enabling the best young minds to do amazing things for society at large.
Recent years should have taught us that competence matters. A lot. So while NYU fires its well-regarded biochemistry professor because some students found him too demanding (Gasp! He wanted to fail some of them!), NU should remind everyone that not everyone gets a trophy, or a pass, at NU. Only the most competent need apply.
Athletics should be part of this. Competitive sports are incredible unique training for future leadership roles in society.
Now get off my lawn.