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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

Why We Watch

May 7, 2017

It’s because we don’t know the outcome that we watch competitive sports.

If we know in advance who will win, we are much less inclined to watch.

This explains why television viewer ratings for live sports events are many times greater than for tape-delayed broadcasts and reruns of the same event.

It helps explain why onsite attendance for the Quarterfinals of the MHSAA Team Wrestling Tournament declined after seeding began. Pairing the No. 1 seed against the No. 8 seed, and No. 2 vs. No. 7, had predictable results and didn’t draw as much interest as in previous years, before seeding.

It is not automatic that seeding MHSAA tournaments will increase tournament attendance. Random pairings is a fair system, and random results an exciting experience.

Loss of random results is what worries U.S. professional sports leagues and united them against legalized sports betting. It is why sports organizations have tried to restrain the use of performance enhancing drugs – we don’t want PEDs to predict results.

The lure of participation for adolescents is that competitive school sports is difficult fun. The attraction for spectators is that the results aren’t known in advance. It’s what puts us on the edge of our seats, holding our breath, biting our nails.