The uncertain times in which we live mean school leaders are finding that an increasing imperative is to repurpose and reimagine reasons to choose your school. This requires new perspectives and tools to impact both education and commercial performance for international schools. Most of all, schools need to provide compelling and cogent reasons for communities (each of parents, students, and staff) to choose, stay, and then recommend at your school. To develop effective and impactful positioning, schools will need more whole of school mindsets, robust processes, and creative thinking to enthuse. This session for AISAP will provide proven frameworks developed by Dr. Holmes to influence school choice, laying the essential groundwork for success in competitive school markets. The outcome will be a strengthened identity, sharper alignments and connectivity with your markets, less contested space, and a ‘deeper and narrower’ value proposition and positioning to support institutional sustainability and growth.