This paper suggests that undergraduate higher education is at a severe competitive disadvantage vis-a-vis other socializing and educating agencies in society and proposes some strategies to compensate for this disadvantage. First, the paper notes difficulties with mandated assessment as a major means of educational improvement. It then identifies changes in college culture and the society at large and suggests that time spent trying to improve the internal efficiency of colleges and universities may be subject to diminishing returns. It proposes alternative or concurrent efforts on the external (rather than internal) educational front that may provide a greater return on investment than assessment alone is able to do. The paper then considers the reasons colleges have gradually lost their hold over the education of American youth, and identifies six "hidden educators" in America: (1) the media, (2) childcare workers, (3) elementary and secondary school professionals, (4) graduate and professional school educators, (5) workplace culture conditioners, and (6) managers of continuing education agencies. It is argued that colleges and universities need to collaborate with and lead these other educational influences. Specific suggestions for colleges to increase their influence with each these six societal educators are offered. (Contains 26 references.) (GLR)