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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

Hard Fun

June 22, 2018

One of the features that attracts students to school sports is that competitive athletics is “hard fun.” Most students want to have fun, and most students ascribe greater value to that which doesn’t come too easily.

I don’t think we change much as we mature. We continue to value most the things that require effort ... the activities which, when completed, feel like an accomplishment.

It’s why I cherish my recent high altitude hike on the Inca Trail to Machu Picchu ... the hardest physical challenge I’ve had since double-session football practices in high school and college.

It’s why coaches often will say their favorite season was the .500 record with over-achievers, not the conference championship with under-achievers.

It’s why students will return to class reunions this summer, 10 and 20 years after their graduation, and compliment especially the teachers and coaches who required the most of them as students and athletes.

What the very best classrooms and competitive athletic and activity programs do is challenge students. They push students to discover that they can move beyond where they thought their limits might be. They encourage students to explore their capabilities and to experience the joy of exceeding their expectations.