Most of our schools endeavor to do the same great things. We strive for academic excellence, foster intellectual and social-emotional growth, cultivate communities of care, and prepare our students for what’s next after they leave our campuses. But how do we truly identify and articulate what makes our particular school distinct, singular, and worthy of an investment that families could easily place elsewhere if they are unaware of differentiation and perceive they can receive identical outcomes? This interactive session will begin by highlighting Francis Parker’s School’s decision to “go” - to leave the launchpad - and become innovators over the last decade in the realms of belonging, student success and wellness, faculty development, facilities, campus safety, and civil discourse. Next, while referencing the work of Joe Calloway, JD Salinger, Pixar, and the 30,000 practitioners who made the recent Artemis moon mission become a reality, the session will then invite participants to examine: - What, exactly, is their school’s brand? (Not branding, as in visual identity, but rather what is their essential promise to their families?) - How are they practicing that brand? (How do they deliver on that essential promise in ways big and small, through actions that are both tangible and unseen?) - Have they made the decision to “go to infinity and beyond”? - How to create a culture of shared responsibility and recognition, in which all employees know their authentic acts of simple dedication serve to place their school in a category of one.