Distinctiveness is the strength of any organization. True at any time, in any place, its importance is magnified when the competitive climate intensifies. We own geographic distinctiveness. The location above, the front steps of the recently renovated Morris Library, is at the very heart of our university. No two entities can occupy the same place at the same time. Isaac Newton knew it. However, any university can say that. The job of the university is to understand its uniqueness in a way that marks it to a wide audience.