Tri-C President: Success Is Based on Who Selects You
Michael A. Baston discusses how businesses can earn loyalty by meeting customer needs
Cuyahoga Community College (Tri-C®) President Michael A. Baston, J.D., Ed.D., believes that businesses aren't successful because of the customers they select. They're successful because their customers select them.
It's a common theme in higher education, where institutions tout their selectivity as a measure of student desirability. But in a column published in the August issue of Smart Business Magazine, Baston turns that principle around and makes the case that it also applies to companies and organizations.
"You can only be selective about who you do business with if your products and services are in high enough demand," Baston said. "In other words, you can't be selective unless many people first select you. And the burden is on you to develop and maintain that kind of organization."
Baston pointed to Tri-C as an example, saying that the College "is a selective institution because people select us. And they select us because we work tirelessly to meet their needs."
Tri-C held listening sessions with key audiences to help develop the Vision 2030 Strategic Transformation Plan. The College has reorganized its academic pathways to ensure students can clearly navigate their way from enrollment to completion. It also created new community partnerships and strengthened existing ones to enhance learning experiences.
That work has made an impact on the Tri-C community and the College's enrollment. While other colleges and universities have seen their enrollment numbers decline in recent years, Tri-C has seen continued growth.
Baston offered three ideas on how organizations can meet the needs of the people they serve:
- Maintain a humble mindset: No matter how much success you've achieved to that point, circumstances can change quickly, so stay hungry and don't become complacent.
- Connect with customers: Communication and feedback sound so simple, but so many companies let those lines break down as they grow. The bigger your organization gets, the harder you have to work to maintain those personal connections to address customer needs.
- Maintain maneuverability: Customer needs, industry landscapes and marketplaces will all change. Build maneuverability into your systems and processes so your organization can evolve with your customers.
Read the entire column at sbonline.com.
Baston is a regular contributing author for Smart Business Magazine. Read his most recent columns:
- Amplifying your business in the community (May 2026)
- The pathway to purposeful growth (February 2026)
- How to build a people-first culture focused on growth, and why it is essential for your organization (November 2025)
August 05, 2026
MEDIA CONTACT: Anthony Moujaes, 216-987-3068 or anthony.moujaes@tri-c.edu