Mature higher education markets are drifting headfirst into the perfect storm. The convergence of shifting demographics, increased competition, decreased government funding, and the reality of a global marketplace has become the new normal in Canada, like in many other parts of the world. Most within the academy have come to accept this reality, and so the question is not if this storm will come ashore but rather, what will be done to navigate through it when it does. The 4E Model is based upon the fundamental belief that everyone must control their own destiny; that it is not government that must serve as the travel guide (whether through regulation or funding), but rather it is the institution's responsibility to navigate this storm. In the experience of the authors, there are four distinct practices they believe colleges and universities can use to navigate through turbulent times. Those four practices are discussed in this article: (1) Entrepreneurially inclined; (2) Efficient operations; (3) Embracing technology; and (4) Excel in service to students.