As an AD with strong athletic and high academic standards, we are often accused of “recruiting.” In many cases, that term is being used interchangeably with “attracting,” though there is a difference. Recruiting is actively going out to find and pursue people. Attracting is creating an environment, culture, and reputation that makes people want to come to you. The strongest programs and institutions attract top talent both academically and athletically because they are intentional about their standards, expectations, relationships, and overall culture. Over time, success, consistency, and reputation naturally begin attracting families and students who are looking for those opportunities. That is when programs make the transition from chasing people to having people pursue the program. At the private school level, attracting talent is a byproduct of building something people believe in. Families seek out schools that provide strong academics, competitive athletics, structure, accountability, opportunities, and a culture that prepares students for life beyond high school. High standards tend to attract highly motivated students, athletes, coaches, and families.