In a guest post today, Rick DiFeliciantonio, vice president for enrollment at Ursinus College, in Pennsylvania, describes the duality of his job.

A liberal-arts college is a strange and quirky combination of a church and a business, and the vice president for enrollment must act as both pious membership chair and hard-nosed, back-room sales manager. I must keep focused on my sacred role in the development of the soul of the 17-year-old, while at the same time stay apprised for my Board of Trustees of the imperatives of marketing, branding, and price optimization. My heart is responsible for the mission of the ministry; my mind is responsible for the company’s bottom line.

I am sometimes accused of evasiveness, even equivocation. That may be true. A kind of delicate duplicitousness is built into the nature of what I do.

Another way to describe my challenge is for you to picture …

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