Beckie Manley is the founder and Idea Chief at Fierce Strategy + Creative, a successful agency with expertise in strategy, branding, marketing, advertising, and media. Dr. Davis and Ms. Manley discuss their missional approach to life and work and how that alignment creates long-term success. They also discuss the importance of articulating a university's identity and mission through branding, each sharing their experiences in building successful identities, and emphasizing the necessity of a clear strategic plan and fostering a culture of personal responsibility among team members.