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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

Anniversary Celebration

May 9, 2017

Mixing work and family obligations is not recommended for marital bliss; and I’ve done pretty well over the years at not taking my work home to the extent that my family felt like the second team. However, once a year I insist that my wife comes to work with me. That was last Saturday night.

The Michigan High School Athletic Association’s Officials Awards & Alumni Banquet occurs each May, just about the time I should be considering a nice night out for my wife as we celebrate our wedding anniversary and Mother’s Day. So, one might think I am asking for trouble by making this event our big night out.

Yet it works. For if there is one thing the Officials Banquet demonstrates, it’s the power of partners and family.

Time after time last Saturday evening, officials thanked spouses for their support. For keeping late dinners hot and uniforms clean, of course; but also for savoring the stories that sports officials have so many of and share so vividly.

Officials know what it means to have a partner, and to have his or her back in good times and bad.

Officials are a part of a big family of people with affinity for one another that often grows into deep and abiding, lifelong affection.

It wasn’t just longevity that was applauded last Saturday; partners and extended families were honored as well. Not a bad way to celebrate a 45th wedding anniversary.