In this episode of Higher Ed Hot Takes, host Joel Goodman teams up with his friend and higher ed insider Shane Baglini to tackle the pervasive yet often misguided hype surrounding AI in the academic sector. Joel and Shane explore how artificial intelligence has infiltrated higher education and discuss the pressure felt by practitioners who think they're falling behind. They critique the so-called AI thought leaders and the industry's tendency to chase hype over utility. With a focus on practical, grounded applications of large language models and a plea for critical thinking, this episode offers valuable insights while debunking some common myths about AI's role in higher ed.

00:00 Introduction and Guest Welcome

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast!

In this episode, I dig into why starting with real people—not trends, competitor inspiration, or AI shortcuts—is the only way to create meaningful web experiences in higher ed. I share my frustration with how often our industry defaults to copying what others are doing or chasing the latest tech buzzword, instead of focusing on the actual needs of the people we serve. Drawing from nearly two decades of experience (and a few Top Chef analogies), I argue that relying on generic solutions or large language models only leads to mediocrity and disconnects us from our core purpose. For me, it’s a privilege to do creative work that makes a difference for real people. In this episode, I challenge you to reclaim that sense of privilege, put humanity back at the center of your work, and remember that the impact we make starts with genuine connection and service.

00:00 Introduction and Welcome

Find me on LinkedIn or Bluesky.

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast.

For more honest takes on higher ed digital strategy, visit bravery.co.

Is efficiency always a good thing? In this episode of Higher Ed Hot Takes, Joel Goodman challenges the relentless pursuit of productivity in higher education and creative work. He argues that while efficiency tools and AI promise to save time, they often come at the expense of quality, originality, and the human touch. Joel explores why great work is inherently inefficient, how "doing more with less" leads to diminishing returns, and why craft and creativity require time and care. Tune in to hear why embracing a little inefficiency might be the key to standing out and producing truly great work in a world obsessed with shortcuts.

Find me on LinkedIn or Bluesky.

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast.

For more honest takes on higher ed digital strategy, visit bravery.co.

00:00 Introduction: Balancing Quality and Quantity

In this episode of Higher Ed Hot Takes, host Joel Goodman tackles the growing problem of “GenAI slop” flooding higher education marketing. Drawing on his experience as a web designer and marketer since 2009, Joel argues that higher ed marketing has always struggled with sameness and generic messaging-but the rise of generative AI tools like ChatGPT is accelerating the problem.

Joel explains how the rush to automate content creation and admissions processes with AI risks stripping away the authenticity and human connection that set institutions apart. He highlights the ethical and practical dangers of relying on large language models (LLMs) that don’t truly understand context, values, or brand nuance.

The episode offers real-world examples of generic, AI-generated content (“slop”) and emphasizes that, while AI can support research and data tasks, it shouldn’t replace skilled writers or frontline staff. Joel’s remedy: a return to craft, creativity, and human touch in higher ed marketing. He urges institutions to use AI as a tool-not a substitute-and warns that sacrificing authenticity for efficiency will only worsen higher ed’s trust deficit with prospective students.

Find me on LinkedIn or Bluesky.

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast.

For more honest takes on higher ed digital strategy, visit bravery.co.

00:00 Introduction: The State of Higher Ed Marketing

In this episode of Higher Ed Hot Takes, Joel Goodman tackles the mounting pressures facing universities worldwide: declining enrollment, rising inflation, government hostility, and the resulting wave of job losses. Drawing from personal experience and industry data, Joel reveals how seemingly small decisions-especially around website performance-can have massive financial consequences for institutions.

Find me on LinkedIn or Bluesky.

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast.

For more honest takes on higher ed digital strategy, visit bravery.co.

00:00 Introduction and Context

Welcome back to Higher Ed Hot Takes. I’m Joel Goodman, founder of Bravery Media and a digital strategist who’s spent nearly two decades helping colleges and universities get real results online In this episode, I’m taking on the buzzword that just won’t quit: personalization.

I kick things off with a story from my early days in higher ed web, when personalization meant little more than mail merges and “Hi, [First Name]!” emails. The sector is still obsessed with personalization today—but most of us are still guessing what it should actually look like.

We’ve thrown everything at the wall: custom landing pages, personalized videos, digital viewbooks that require students to do all the work. It’s exhausting, and honestly, most of it hasn’t moved the needle. Why? Because the infrastructure isn’t there. Most institutions can’t even reliably connect website traffic to CRM records.

Ask around and you’ll hear dozens of definitions for personalization, most of which miss the point. Customizable homepages? No one’s coming back to your homepage. And why would they? We’re obsessed with flashy tech like drone videos, chatbots, and pop-up RFIs because we want to show off, not because it actually helps prospective students.

Here’s the hard truth: good personalization is invisible. It should feel like magic, not like a neon sign screaming “Look what we did with your name!” If your personalization is obvious, it’s adding friction at best, and downright creepy at worst.

Most of the tools being sold to higher ed are solving problems we don’t actually have or they’re creating new ones. AI chatbots, so-called “conversion optimization” platforms, search tools—they’re distractions, not solutions. Your audience doesn’t care about your tech stack. They care about getting what they need, quickly and easily.

The real job is to curate a frictionless experience. That means anticipating needs and removing barriers, not layering on more tech for the sake of it. Results matter more than impressions or engagement. And results come from seamless, invisible guidance. Not from shouting about how “personalized” your website is.

I challenge you to invest in real UX improvements instead of the latest SaaS snake oil. Most of these “AI-powered” tools are smoke and mirrors, designed to confuse and extract as much money as possible before the industry catches on.

The higher ed sector is at a crossroads—financially and strategically. Now’s the time to be a critic, not a skeptic. Stay vigilant, focus on outcomes, and make every dollar, pound, or euro count.

Find me on LinkedIn or Bluesky.

Thanks for listening to Higher Ed Hot Takes—the counterculture higher ed marketing podcast.

For more honest takes on higher ed digital strategy, visit bravery.co.

00:00 Introduction: Personalization in Higher Ed

Hi, welcome to Higher Ed Hot Takes, I'm Joel G Goodman. Over at bravery.co we've been operating HEHT for a few years as a newsletter and video series. Now, I'm bringing the heat to audio. In this first episode, The Evangelist and the Critic, we look at the instability of companies like OpenAI and Anthropic, how the higher ed-focused AI vendors are in an untenable position because of this, and question how our institutions can reason away the damage to our planet and society — not to mention their financial prospects — these AI products create. And for no real return.

Thanks for being here.