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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

Valuable Volunteers

July 18, 2017

One of the most encouraging aspects of the job I have enjoyed for more than 30 years is what I see on display whenever I attend regular-season contests and Michigan High School Athletic Association tournaments. It's the many volunteers who make the events run smoothly.

From parking lot supervisors, to ticket sellers and ticket takers, to concession stand cooks and servers, to program sellers, to the dozens of people needed to time and measure and otherwise administer large meets in individual sports ... volunteers are the blood pulsing through the veins of school-sponsored sports events.

They work in numbers that amaze me; they work with consistency and longevity that humbles me. They show up years after their own children were participants. I can attend the same event several years in a row and see most of the same volunteers serving year after year. Serving with enthusiasm and with joy, and with no more compensation than a T-shirt, sandwich and soft drinks.

Appropriately, our trophies and medals go to the top-performing student-athletes. But my gratitude goes to these many behind-the-scenes adults.

Thanks for another great year.