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Exposure is foundational to eventual recruitment and matriculation. No student who has never heard of — or cannot recall — a college or university will seriously consider it, regardless of how well it may fit their goals, finances, or aspirations. Without awareness, there is no opportunity for curiosity, comparison, or inquiry. And without recall, particularly in moments of reflection or decision-making, students may never meaningfully consider an institution’s advantages, di

During World War II, military analysts studied returning bombers and mapped damage on returned planes to determine where to reinforce them with armor for best possible survival. At first, the data seemed clear: The wings and fuselage took tremendous damage and seemingly needed the additional armor. However, statistician Abraham Wald saw what others missed: The analysis only included planes that made it back. Counterintuitively, it was the areas with no mapped damage, like the