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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

Future Thinking

August 11, 2017

The prolific author Thomas Friedman has written more than once that those who don’t invest in the future tend not to do well there.

What might it mean to invest in the future of interscholastic athletics? What are the things we should be doing now that may not show immediate results, but are essential for securing a future for school-sponsored sports? 

Two things, I believe, most of all ...

One is the emphasis on serving and supporting junior high/middle school programs. Getting to students and their parents at this stage and even earlier with the meaning of educational athletics. With a definition of success and demonstrations of sportsmanship that differ from other programs. With encouragement to sample different sports and to eschew year-round practice and competition in a single sport. Feeding the roots of high school sports with the nutrients of educational athletics.

The second is the education of coaches, the delivery system of most of these important messages about school sports. What the MHSAA does season after season with rules/risk management meetings and week after week with the Coaches Advancement Program, and what local school administrators do day after day to manage, mentor and motivate coaches. These efforts may not show quick returns, but they are essential investments in the future of school sports.

We cannot expect to do well in the future if we do not pay attention to our foundation – junior high/middle school programs – and to our infrastructure – coaches.