Why Good. Better. Best. IOWA as the
UI's campaign theme?

The inspiration for our campaign theme came from a children's rhyme:

Good, better, best.
Never let it rest
Until the good is better
And the better, best.

The theme's simplicity belies the fact that it functions on many different levels.

• It is distinctive, and reflects the straightforward, no-nonsense character of both the University and the state of Iowa.
• It has direction, and most people will recognize the progression implied by moving from good to better to best -- and "beyond the best" to Iowa.
• It has dimension, particularly in the context of a state often reluctant to trumpet its successes, where "being the best" or "achieving greatness" can seem like a giant leap -- and yet one that is doable, giving the momentum generated by large reserves of talent, pride, and generosity.
• It has drama, which builds through recitation of the four theme words, and echoes the familiar "one-two-three-GO!" rhythm with which most of us are familiar.
• It has diversity of interpretation and usage. Many people will see Good. Better. Best. IOWA as representing a "continuous quality improvement" mission, but the words also can stand alone and merely represent themselves. From this perspective, the theme acknowledges that some UI programs are good, some better, some best, and all are worthwhile.
  
  In most cases, the four theme words will be used together; but they can also be separated and used to underscore the campaign's overarching goals:
• To contribute to the greater good through significant and strategic service to our state, our nation, and the world
• To help build a better, healthier, and more vibrant society through scientific research, scholarship, and artistic creation
• To attract and retain the very best students and faculty, engaged in an educational enterprise geared toward the global century