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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

Push Pause

May 2, 2017

For the past 15 months, the Michigan High School Athletic Association has focused more of its precious resources of time and money on these four priorities:

  • Define and Defend Educational Athletics

  • Promote Participant Health and Safety

  • Serve and Support Junior High/Middle School Programs

  • Recruit and Retain Contest Officials

These topics were brought into focus by making time for the MHSAA staff and Representative Council to pause from the frenetic pace of everyday duties to talk about constituents’ current needs and to think about the next big things that are just down the road and perhaps around a metaphorical corner.

It is time to ignore the tyranny of the urgent, push “pause,” and engage the MHSAA staff and Representative Council once again in a time of research into and reflection about the current and near-future needs and wants of the constituents they serve. This discussion could lead anywhere, but these topics will get things started:

  • What’s next for kids that could/should involve us – e.g., Robotics? E-Games? Water Polo? Girls Field Hockey? Boys Volleyball? Girls Flag Football? Road Racing? Snowboarding? Weightlifting?

  • What’s our role with respect to special programming for students with cognitive or physical disabilities?

  • If given a windfall, how would we best spend $50,000? $250,000? $500,000?