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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

News Unfiltered

July 12, 2017

During the first summer after my college graduation, I was the campaign advance man outside of the Milwaukee and Madison areas for a candidate for the U.S. Senate from Wisconsin. A great job.

Sometime during that summer, I met the head of the campaign in a café. He was reading a newspaper as I arrived; and as I sat down at the table, I asked him what he was reading. I’ll always remember his response. He said, “I’m looking for what could go wrong today?”

It was the campaign manager’s job to think about worst-case scenarios and consider how the campaign might get taken off message by the news of the day.

I was young and impressionable, and I soon began to consume the daily news through the same filter.

It was not difficult to do so in the 1970s. The daily newspaper was printed and delivered to my door every day. Television had just three networks, and each provided brief news reports two or three times a day.

Today, what passes as news comes from hundreds or thousands or millions of sources and it is changing constantly, 24/7/365. Only a small portion of those sources is professionally operated with accountability for the substance and/or style of the so-called reporting.

Today it drives me nuts to consume news – that is, to really think about what I’m reading or hearing the way I did in the 1970s. Today, meaningful matters often get buried in trivia while the most inane and inaccurate stories and comments can go viral overnight.

I’ve always said you can get too much of a good thing – too much food; too much free time; and certainly, too much sports. And clearly, we have too much “news” about sports.