I recently returned from a conference with other community college leaders from around the country where the time spent was on the topic of remaining relevant to the customers we serve. One of the speakers used the phrase, “Don’t get Netflixed!” What exactly does that mean? The answer was embedded in his explanation of how the Blockbuster Video stores were pushed out of the market because future-looking entrepreneurs invented the whole concept of Netflix. Netflix reinvented the at-home movie experience by allowing customers to access a wide selection of movies from their homes rather than going to the video stores to select a movie, and run the risk of late fees if not returned on time — a frustrating experience that many of us have had.

So how does this simple example relate to our local community college? If we are not willing to listen to our customers and accept that we have to reinvent ourselves and adapt to a fast-paced, technology-driven world that is changing at a hyper-speed pace, then we will also run the risk of becoming irrelevant and be “Netflixed,” no differently than any other industry.

During my tenure with Iowa Valley Community College District (IVCCD), we have enjoyed many successes and received a number of recognitions. I believe in our mission. We are a very good community college. I am proud of our accomplishments. However, we cannot “rest on our laurels” and think that we can continue doing what we’ve always done without innovation and change. If we do not seek new ways to deliver quality learning experiences that ensure student success, research and develop programs that prepare our students for the future, and make bold and courageous decisions through new strategic planning processes, it’s a guarantee that someone else will, and we will become a “Netflixed” institution in the higher education marketplace.

Throughout the next year, IVCCD will be holding a variety of internal and external meetings with our students, staff, faculty, business leaders, and community members throughout the Iowa Valley region. As we collect and analyze the results of our findings, a new strategic planning process will evolve that will push us to re-evaluate our mission, explore new business models to improve the student/customer experience, and make new value promises to our customers. We intend to “get it right” and remain relevant to the communities we serve for many years into the future.

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Dr. Chris Duree is chancellor of Iowa Valley Community College District, which operates Marshalltown Community College, Ellsworth Community College in Iowa Falls, Iowa Valley Continuing Education, Iowa Valley Grinnell and the Orpheum Theater Center in Marshalltown.