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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

Imperfect Patriots

July 12, 2017

Perhaps the most loyal thing a patriot can do for his or her country is to point out its flaws.

Even before this country’s Independence Day, people were at work to form a union that was imperfect at its start and remains so today. Some of its many flaws have been corrected, even as new flaws have been revealed.

We have imperfect patriots to thank for forming this nation and for helping this nation improve itself. Flawed people of conscience and courage have helped a young nation see itself as it was and also as it could become.

Some patriots have been famous, a few infamous, but most unrecorded in any historical account as they lived and labored in ways that improved their local community and, unknowingly, contributed to change they might not have imagined possible, improving everything from race relations to recycling to renewable energy.

This nation’s patriots are not merely those who lived at the birth of this nation. Every generation has had patriots who have been as important for nation-building as those in the 1700s. Patriots are found in and out of government. In homes and places of worship. They are found in the for-profit business world and in nonprofit organizations.

When, out of sincere loyalty, a person brings constructive criticism to a cause, that person helps to build and better the enterprise. It is as true of this imperfect organization as it is of our nation.