Every institution in the country was asking the same question about AI, but they were getting their answers from the wrong places. Generic tools dominated the conversation. Vendor pitches replaced institutional strategy. And higher education leaders, under enormous pressure to act, had no shared language for evaluating what "responsible AI" actually meant on their campuses. McGraw Hill didn't need another product brochure. They needed to own the messaging.
Good Rebellion partnered with McGraw Hill to create an executive buyer's guide that reframed the entire AI conversation around what institutions actually need: governance, student outcomes, and academic integrity.
We built the guide to function as thought leadership first: credible enough for a provost's desk, specific enough to change how procurement committees evaluate solutions. The strategic narrative positioned McGraw Hill not as a vendor responding to AI hype, but as the institution-ready voice that had been building toward this moment.
The work combined market research, competitive landscape analysis, and messaging architecture into a single asset designed for decision makers, grounded in real institutional priorities rather than feature specs.
The buyer's guide shifted McGraw Hill's market position from being a publisher with an AI product to a trusted advisor on responsible AI in higher education.
It gave their team a reusable strategic asset that anchored executive conversations, informed paid campaigns, and provided the narrative backbone for conference presence and content marketing throughout the year.
