For 3 decades, colleges and universities have consistently increased tuition faster than the rate of inflation. Higher education leaders and public officials have been codependent agents in a process that has transformed practices without redefining policy. It has become increasingly clear that educational performance in the public interest and institutional performance are not identical. In seeking expanded sources of revenue for new opportunities, universities and colleges have helped shift a greater share of the cost of higher education to students and their families, effectively raising the barriers of affordability for many. Those who have public responsibility, usually lack an agree-on agenda, and pursue a variety of maintenance agendas that accord the greatest funding to institutions and students who are the most advantaged. Changing institutional behavior falls within the realm of possibility if a state can establish one or two strong priorities that serve to focus the resources and energies of higher education institutions and other stakeholders. Collaboration between higher education leaders and public officials is key to advancing a state's public purposes. (SLD)