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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

Hat Trick

July 31, 2017

When asked recently to identify the most important work of the Michigan High School Athletic Association at this particular time in the history of school sports in Michigan, I paused only briefly, because there is one initiative that scores a hat trick. It’s the MHSAA Task Force on Multi-Sport Participation.

  • It is a forum for helping us define and defend educational athletics.

  • It is helping us focus on the future of school sports – on the junior high/middle school level, and even younger athletes and their parents, where attitudes are being formed and decisions are being made.

  • It is helping us focus on THE most serious health and safety issue in all of youth sports, which is specialization in one sport that is too early, too intense and too prolonged, leading to overuse injuries that tend to cause a lifetime of chronic injuries and related health problems.

The Task Force has convened five times over 15 months. It is moving now from the phase of identifying issues and challenges to developing tools for administrators and coaches to promote the multi-sport experience for young people.