Colleges should be administered by educators. An academic administrator insensitive to educational purpose and process is destined for failure. Failure is also the probable destiny for the academic administrator whose performance is not anchored in the concept sense of administration. The mastery and artistic application of major administrative concepts enable us to avoid managerial mechanics and administrative clucking, to establish an administrative competence that both facilitates and inspires the work of collegues. These are major obligations of administration. The times incline us toward pessimism and negativism. But this is precisely when we need the unique act of administrative leadership. (Author/KE)