Dear Dean Buchanan

Dear Dean Buchanan,

We haven't met yet in the flesh. In fact, I don't think we've met at all (I don't suspect you're an avid blog-reader, although for all I know you could be). Allow me to introduce myself and take 5 minutes of your time. I know a million alumns probably want to do that, so I'll be brief.

My name is Natasja and I'm a fresh alumn, an MBA2007 and I love LBS. I bleed LBS if you prick me. I spent more hours at our lovely buildings that I even care to acknowledge, I happily took out a whopping loan, sold my house and everything in it just so I could come here; I write about it constantly (see the archives on the right), and tell everyone who wants to listen, and a few people that really don't want to listen, about how wonderful LBS is.

I'm glad that I'm not the only one who thinks LBS is a kick-a** place (excuse my French). The FT thinks that apart from Wharton (who, by the way, waitlisted me, and then I dinged them) we're the most fabulous fulltime MBA around. Hurrah. Well done.

But doing well in the rankings, which is a good thing albeit not the holy grail some applicants make it out to be, is also posing a problem. To be more specific: it's our vision that's the issue for me. LBS's vision is 'to be the pre-eminent global business school'. We're number two now. With a bit of luck and effort we'll be number 1. And then what happens? We've accomplished our vision. I spend my days as a brand strategy consultant telling our clients that your vision should be aspirational. It should inspire and motivate. And frankly, ours is not doing that for me. To be pre-eminent? Why? I just don't think it's big enough to be honest. Not bold enough. Why do we want to be the world's pre-eminent b-school? What's the purpose of being number 1? I think we should think bigger, bolder and better. Somewhere towards 'the next generation of business leaders'. Something with changing the world. Hopefully for the better. But a bit more than just being number 1. This is not a pissing match (excuse my French yet again), this is about our future. And I want to be part of a school which aspires to more than just be number 1.

Right, that's what I had to say. At least for now. I realise you must get tons of unsolicited advice and not all of it very constructive. So I hope this was. We're all very happy and excited you joined us as our Dean and have high expectations of your leadership. Let me know if there's anything I can do to help,
Yours, with warmest regards,
Natasja
MBA2007

PS Yes, I do this for a living, this vision-mission-values stuff. But this was not a pitch. It's just my personal opinion.