UW System President Ray Cross says he and other higher ed leaders need to do a better job partnering with industry to build support for the state’s colleges.

That’s because, Cross told a Wisconsin Innovation Network luncheon yesterday, the economic benefits that higher education brings are often not well understood by the public or politicians. That includes the life-changing research breakthroughs and the intellectual property that’s worth hundreds of millions of dollars, spurs new companies and adds thousands of jobs.

Even less appreciated, he said, are efforts by universities to not only train students for existing jobs, but to teach critical thinking and innovation. That’s important, he added, because by 2030, as many as 30 to 50 percent of the jobs will be new. Read the full story here.