Many independent schools and colleges invest tens of thousands of dollars in brochures that overuse the same words ("excellence" and "community") and the same concepts ("we're unique because we do better what everyone else does"). Then they pay hundreds of thousands of dollars for websites that adhere to the same principles as their brochures. The fact, however, is that we do not know--with any scientific validity--what factors prompt students and families to choose to attend our schools. Programs? Sure.... Facilities? I hope not! Fabulous brochures? No way.... From my experience in admissions, I believe that the set of subtle expressions that visitors read on the faces of students is the leading factor. Let's take a look. Here's Taylor taking a slap on the face from Nikos during a role play from The Great Gatsby:

These kids, with the help of algebra teacher Patty Pond, are calculating exactly how many rubber bands are needed to link to Beanie Babies to get them to fall as close to 31.5 feet as possible (31.6 feet and you're disqualified).

(For more on this annual application of linear equations, click on last year's You Do the Math).

Let's contrast sports fans! Here are some faces at a night game with Tilton:

And here are basketball fans during a game with Holderness:

Sam, a member of Proctor's crack Ski Patrol, reaches for the STOP button in the topshack at the ski lift in response to some minor disaster: