New JMU president issues bold call to action: “Why not JMU?”

James Madison University welcomed the academic year with a spirited address from its new president, Jim Schmidt, who challenged the campus community to embrace bold ideas and reimagine the future of higher education. 

Speaking at the Atlantic Union Bank Center, President Jim reflected on his first six weeks in office, sharing stories of campus tours, meetings with students and faculty, and visits with civic and business leaders across the Commonwealth. 

“I can’t tell you how excited I am to be the seventh president of this great university community,” he said. “It’s not an overstatement to say I have had a superlative welcome since my arrival on July 1.” 

President Jim praised the university’s reputation for academic excellence and its transformative impact on the region. “To a person, every civic, business and philanthropic leader I’ve met with has told me JMU is transformative,” he said. “We are having a real impact on the lives of the people they employ, on the economic and entrepreneurial health of the Commonwealth, on the vitality of our community and the civic health of the region.” 

The speech centered on a new strategic planning initiative guided by five priorities from the JMU Board of Visitors and a sixth added by President Jim: anchoring the plan in what JMU already does well. “Rather than creating a laundry list of everything we do—which too many university plans do—the JMU plan will focus on three or four bold ideas that will truly take us into the future,” he said. 

The plan will be a collaborative effort across divisions and colleges, tapping into the ideas and energy of JMU faculty, staff, students, alumni and friends. As this initiative launches this fall, President Jim urged the community to think bigger, repeatedly asking, “Why not JMU?”  

He proposed ideas such as a new model for undergraduate learning that provides experiences inside and outside the classroom that equip graduates for their careers. He challenged the campus to redefine what “the research university” can be, by expanding graduate research while also integrating undergraduate research across the curriculum. And he dared the university to tackle big issues like rural health and food sustainability. 

“What if we made rural health a priority and assembled the expertise and passion across disciplines to create a program—or even a medical school?” he asked. “Why not JMU?”  

He also emphasized the importance of civility and community, referencing a campus tradition that leaves a lasting impression. “The simple act of holding the door for fellow students, colleagues and visitors… It says we believe in civility and respect, no matter who you are, where you’re from, what you believe or where you’re going.” 

In closing, President Jim called on the university to lead with courage and imagination and help shape a vision that positions JMU as a national leader in higher education.  

“Today, I ask you: Can we, together this year, dream things that never were and ask, ‘Why not JMU?’” he said. “Let’s get started. Go Dukes!”