One idea has been shaping my thinking recently. Schools create educational value every day such as outstanding teaching; strong pastoral care; inspirational leadership etc.
These are all forms of educational value. But educational value does not automatically become market value.
Market value is not created by marketing. It is created when families understand, appreciate and trust a school's educational value.
After 18 years of working with UK independent schools and Chinese families, one observation has become increasingly clear to me:
Many excellent schools already possess remarkable educational value. The challenge is not creating more value. It is making that value visible, meaningful and trusted by the families they hope to reach.
This is where strategy matters. It helps the market recognises the education that already exists.
Educational value is created by schools.
Market value is created when that educational value is understood and trusted.