A Meaning-Driven Brand
June 5, 2012
One of the apparent conclusions of the MHSAA online “Have Your Say” opinion poll conducted five years ago that continues to guide us today, is that the character of school sports is key to the appeal of school sports. This is true for both sponsoring school personnel and for those participants and spectators regularly involved in school sports. This suggests that to keep our core customers, we must preserve our core characteristics. That whatever changes occur in school styles and structures, we must maintain by our policies and programs the features and values which our core customers have experienced and both want and expect to continue.
It may sometimes feel that we are swimming against the current of public opinion when we enforce rules that define student eligibility or the limits of competition and travel, but the development and implementation of such restrictions might be essential to the expectations of our core constituents for the experience they remember for themselves and want for their children or team.
Just because schools change, it is not necessary that rules of school sports change as well. Sometimes, perhaps. But not always or even often. Leadership must always consider the program without a rule before we do away with the rule.
It is not too strong to state that schools seek MHSAA membership precisely because there are rules. In fact, schools formed the MHSAA to be their vehicle for making and enforcing rules. Just as participation by students is more valuable to them and their schools where standards of eligibility and conduct are higher, so is membership by schools in an organization more valuable where such standards are developed and enforced.
The Culting of Brands is a good book with a bad title in which author Douglas Atkin writes about the success of “a meaning-driven brand.” He says, “The product carries the message and then becomes it.” These kinds of brands, he says, are really beliefs. “They have morals – embody values.” They “stand up for things. They work hard; fight for what is right.”
Ultimately, it is exactly this that is expected of the high school brand of competitive athletics in Michigan.
Leading with Heart
June 26, 2018
“I hope you have thick skin.”
Those were my mother’s first words when I informed her in 1986 that I would become the executive director of the Michigan High School Athletic Association. Mother spoke from experience, being married to the executive director of the Wisconsin Interscholastic Athletic Association from 1957 through 1985. She witnessed how consistent and cruel criticism can be toward those administering a competitive enterprise which almost daily declares winners and losers by virtue of time, distance or score.
The past 32 years have shaded my hair and softened my waist; and while the years have also toughened my hide, they have not hardened my heart. From the very first days until now, I’ve led with my heart and exposed my passion and convictions.
I do not apologize that I’ve placed greater importance on character building than skills development. On team over individual. On the needs of the 99 percent of participants over desires of the one percent of elite athletes. On subvarsity programs. On junior high/middle school students.
On practice, more than competition. On the regular season, more than postseason tournaments. On multi-sport participation. On leadership training. On sportsmanship. On coaches education, especially with respect to health and safety.
There will always be calls for more ... longer seasons, additional games, more distant travel, larger trophies. More necessary are the voices that recall the mission of competitive sports within schools, recite the core values of educational athletics, and work to reclaim the proper place of sports in schools and of school sports in society.
I believe that under-regulated competition leads to excesses, but properly conducted and controlled competitive sports is good for students, schools and society; and I believe a life devoted to coaching or administering such a program is a life well lived.