Think Different

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-adsTimestamps• 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