George WIlliams AO is the new VC of Western Sydney University. He argues that we show our values by what we do and who we fight for. He sees that as the way to recover lost social licence for universities that more than half the population do not think positively of. The starting point in response is to recognise we have a problem. While we think we are valuable, the public do not. There is a compelling need to change, to focus on students, to embrace community, and to partner and use technology to meet students where they are, not where we want them to be.