Logo

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

Teachable Moments

April 1, 2017

Winter tournaments have ended and, weather permitting, spring sports are underway in Michigan junior high/middle schools and high schools.

We usually think of these programs as opportunities for kids to shine; and that they do provide. But more important are the opportunities these programs provide for kids to stub their toes.

In fact, one of the principal purposes of a competitive interscholastic athletic program is to provide a place for students to make mistakes in a safe and supportive environment.

People most often learn more from their mistakes than their successes. Failure leads to more useful reflection than success. Getting knocked down (either physically or metaphorically), but getting up, gathering yourself and trying again with awareness of what did not work the first time, is a learning process as profound as it is efficient.

The principal purpose of school sports is to help young people learn life lessons. The more ways schools can facilitate failure and lift up the abundant lessons imbedded in those moments, the better they fulfill the mission of student-centered, school-sponsored competitive athletics.