There is little doubt that the world of higher education is in turmoil. The big names are being knocked off their perch, others are plummeting down the various league tables while younger upstarts take their place.

Cuts are being made across departments, with the arts and social sciences often being impacted the most, as government ministers quote a singular trip to Stanford as a universal experience. Young people are being encouraged to become entrepreneurs, without being encouraged to think first about the wider world or the joy of learning.

Students are demanding more for their money, seeing the relationship as a transactional one, and AI is both saviour and destroyer of institutions and reputations. Never mind the problems it presents when grading work.

All of this is a problem for our universities. When rankings are in flux and the establishment is being usurped, young people will start to shop around, basing their decisions on value rather than academic rigour, location over reputation or history. We already have students who want to be close to the family home (and the bank of mum and dad) due to accommodation costs. Virtual learning and generational differences mean that even a trip to the library may be seen as an epic voyage.

Universities are going to have to think outside the box if they want to keep up. This sounds obvious for institutions that house our finest minds. But the wheels often turn slowly in academia.

For several years, I have been working with universities (very) old and new to examine ways in which they can stand out from the crowd. I collaborate with and consult with academics, marketers, Deans and PRs to explore the ways in which they and their institution can be front and centre when it comes to selection by students. I speak their language, as well as those who they want to buy their services, fund projects and leave legacies.

I cut through the REF and the footnotes to deliver ideas and words that will appeal to media, to young people or corporates. I have written keynotes that get press coverage, helped make research projects sing, showcased funding outcomes and explained just where funding will go and why that is so important. My work enhances the output of academics while making it understandable for those who do not have that same level of understanding.

I enjoy celebrating expertise, using my own to explain, enhance and embed in current thinking, be that in newspapers, journals or online. I ghost-write for leading thinkers, Deans, Principals and CEOS, as well as demystifying academic-speak for prospectuses and online explainers, working for universities and those who provide their research funding.

If you or your university needs to stand out from the rest then contact me on iain@thisidea.co.uk or browse thisidea.co.uk to see what I do, as well as the references from some of my satisfied consultancy clients.