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In Others’ Words

August 22, 2014

I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.
The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.
Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.
It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.

This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...

  • Out-of-season coaching rules
  • Junior high/middle school programming
  • Health and safety mandates

The Specialty of School Sports

July 24, 2018

(This blog first appeared on MHSAA.com on November 18, 2016.)


There is much finger pointing when it comes to sports injuries, and I’d like to point in a direction that is often missed.

Some people blame equipment – it’s either inadequate, or it’s so good that it encourages athletes to use their bodies in unsafe ways.

Some people say the rules are inadequate, or inadequately enforced by contest officials.

Some people say the pool of coaches is inadequate, or they are inadequately trained.

But let’s not miss the fact that risk of injury is inherent in athletic activities, and at least part of the reason injuries occur is because the participants are developmentally deficient. In fact, this may be the fastest growing contributing cause to injuries in youth sports. It’s not the sport; it’s the lack of development, the lack of physical preparation.

When rushed into early and intense specialization in a single sport, youth may not be ready for the rigors of that sport. Lindsay J. DiStefano, PhD, ATC, of the University of Connecticut, has researched the topic among youth basketball and soccer players and linked higher injury rates to lower sports sampling, and vice versa. Exposure to multiple sports during early childhood positively influences neuromuscular control and reduces injuries.

Do we encourage youth to sample several sports and help them learn basic athletic movements and skills? Do we offer opportunities to train and condition and focus special attention on strengthening knees and necks? Do we provide more time and attention on practice than on competition and assure safe technique is taught and learned?

Early and intense specialization, with excessive attention to competition, invites injury. There is a much healthier way for most youth – and that’s balanced, multi-sport participation – the specialty of junior high/middle school and high school sports.