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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

Beyond Fairness

April 11, 2017

One of the lessons I learned decades ago when I was employed at the National Federation of State High School Associations (NFHS) is that sometimes the playing rules are not fair.

The NFHS is the publisher of playing rules for most high school sports, and its rule books govern competition for most of the contests for most of the high schools in the U.S.

But the NFHS doesn’t publish the most fair rules. On purpose.

The rules for the high school level attempt to do much more than promote competitive equity, or a balance between offense and defense; they also attempt – without compromising participant health and safety – to simplify the administration of the game.

Unlike Major League Baseball, where umpires officiate full-time, and professional basketball, football and ice hockey where they officiate nearly full-time, the officials at the high school level are part-timers. They have other jobs. This is their avocation, not their vocation.

So the NFHS develops and publishes rules that minimize exceptions to the rules. In football, for example, there are fewer variables for determining the spot where penalties are enforced.

At the high school level, the rule makers intend that the rules be – for players, coaches and officials alike – quicker to learn, simpler to remember, and easier to apply during the heat of contests.