Powerful Connections

Leader discusses meaningful collaboration

Brad Smith’s career is a testament to the power of innovation, leadership, and community impact. After a remarkable tenure as CEO of Intuit, where he nearly doubled the company’s revenue and saw its stock price grow over 500%, Brad turned his focus toward his roots in West Virginia. As the 38th president of Marshall University, a public research university in Huntington, he brings a unique perspective shaped by years at the helm of a global corporation and a deep commitment to uplifting underserved communities.

In this conversation, Brad shares his insights on fostering meaningful collaborations between higher education institutions and businesses. Drawing from his experiences as a corporate leader, he offers a vision for how universities can create lasting partnerships that prepare students for the future while driving regional and economic growth.

What do you see as the most critical benefits of collaboration between universities and businesses?

When the educational and corporate worlds come together, the result is often a transformative outcome that neither can achieve alone. These collaborations build bridges between theory and practice through internships and learning opportunities, enabling students to gain real-world experience while still in school and connecting businesses with emerging talent and fresh perspectives. At Marshall University, we see this every day—our partnerships allow us to tailor educational experiences that are relevant and responsive to the needs of today’s industries. Everything comes down to relationships, and these are among the most unique and beneficial—they strengthen our community and benefit everyone involved.

What role do you think higher education should play in preparing students for rapidly evolving industries, especially given the rise of technology?

In a world that’s become increasingly digital—especially with rapid advances in artificial intelligence, higher education must go beyond just knowledge transfer. Today’s college campuses focus on fostering adaptability, critical thinking, and a readiness to embrace change—qualities that transfer across professions and will carry students through future uncertainties. At Marshall University, we’re committed to teaching both timeless skills and cutting-edge technologies to prepare our students for an evolving workforce—one where it’s pretty likely that their future profession doesn’t even exist yet. This means trying to master the difficult balancing act of offering the traditional disciplines while pairing them with the latest advances in fields like data analytics, cybersecurity, and automation. We really aren’t just helping students earn a degree, but rather, we’re helping them build a toolkit for lifelong learning to excel in any industry they choose—even as the traditional industries themselves are transformed.

What advice would you offer to other university leaders looking to build stronger relationships with corporate partners?

It all starts with a commitment to intellectual curiosity and a mindset of collaboration and listening. I’d encourage leaders to approach potential partners with an open mind and a willingness to truly understand their needs—needs that are quite often different from our assumptions. These are not transactional relationships—they are instead about co-creating value. At Marshall, we are intentional about engaging with our potential partners early on, listening to their challenges and goals to see where our resources might be able to provide meaningful support. Successful partnerships all look different, but they’re built on the same core principles: shared vision, trust, and a commitment to long-term impact. By focusing on outcomes that advance both organizations’ goals, these relationships can quickly become deeply rewarding and transformative.

Are there specific lessons or insights from your time as CEO of Intuit that guide your approach to these partnerships?

At Intuit, I learned that true innovation starts with empathy. We designed products by becoming obsessed with the problems—this led to a deeper understanding of what the customer needed and how they wanted it to be offered. Before long, we found that we were listening more intently to understand what they were actually seeking. That same philosophy drives our approach at Marshall. We listen closely to our industry partners to ensure that we deliver real value—not only for our students but for our region’s workforce and the industries we serve. By focusing on authentic understanding and mutual benefit, we hope to create enduring and impactful partnerships.

What potential do you see for collaborations that not only benefit students but also help to address critical regional and societal needs?

The potential is remarkable, especially in a place like West Virginia, where the needs of our communities are close to our hearts. Marshall University has a profound responsibility to our region, and our relationships allow us to address those needs in tangible ways. Whether it’s working with healthcare providers to improve rural health access or collaborating with tech companies to expand digital skills and employment opportunities, these partnerships allow us to tackle pressing issues together. For our students, this is incredibly meaningful—we call it “the power of we,” and it showcases the beauty of a successful university-business collaboration: it elevates individual lives while providing collective progress.