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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

Tournament Divisions

May 26, 2017

The spring 2017 issue of benchmarks published by the Michigan High School Athletic Association examines tournament classification in this state and around the country [Click for this issue]. Editor Rob Kaminski anticipated this would be a breaking story in Michigan.

In late March, the MHSAA Representative Council approved a second 16-team playoff for Class D schools in 8-player football, starting this fall – 2017.

Then in early May the Council approved the move from four traditional classes (A, B, C, D) to four equal divisions (1, 2, 3, 4) in boys and girls basketball and girls volleyball, effective with the 2018-19 school year.

The growth in 8-player football schools (from 24 in 2011 to 60 today) predicated the football change, while an 18 percent decline in the Class D enrollment cap over the past decade (248 in 2007-08 to 203 in 2017-18) was making the change to equal divisions in basketball and volleyball more sensible each year.

The objection of smaller schools to the equal divisions format in these sports has diminished over time as the Class D enrollment range has shrunk. If the change to equal divisions had occurred for 2017-18, the change would be from a Class D maximum of 203 students to a Division 4 maximum of 216 in girls volleyball, 212 in girls basketball and just 208 in boys basketball.