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From our recent Educational Improvement Council (EIC) follow-up meeting (our version of the district site-based decision making committee) in which I proposed that we not simple write goals for the district (which are currently nonexistent), but to rewrite the mission, vision, values, and goals by connecting to students, parents, business and community members via social networking (Facebook, Twitter, YouTube, etc.) to gather feedback on 1) what is school for; 2) why do you do what you do; 3 what matters to you; and 4) why are you here (in Denton ISD). Additionally, I continued the pitch that we completely “rebrand” Denton ISD as we are at the cusp of change in education with the uncertainty in 1) educational funding; 2) assessment; 3) accountability; 4) competition (from charter schools, private schools, home schools, virtual schools, etc.); in addition to be at the “tipping point” of educational revolution and a fundamental change in school as we know it.