The institution is part of a national market and its presidential options are dictated by that market, the reputation, the challenges of the position, and the relative compensation for the opportunity to lead the organization. Many in academe are uncomfortable with the idea that hiring in higher education should be governed by the laws of supply and demand. The most dramatic example of the hegemony of the marketplace is the talent pool in fund raising. The competition for fund-raising professionals is brutal. Colleges and universities should aspire to reposition themselves. One of the lessons is that aspiring is expensive. It takes time, energy, a willingness to fight through disappointment, and not a little money. Markets by and large cannot be wished into a different shape, but they can be stretched if institutions are willing to absorb the costs of doing so. Finding the right person who will fit within the institutional culture and climate will pay even bigger dividends in the long run. In this article, the author narrates his experiences as a consultant on a presidential search who would eventually take the institution to greater heights.