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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

Not Right for Us

March 7, 2017

The proposal to utilize KPI Rankings to seed the District and Regional rounds of the MHSAA Boys and Girls Basketball Tournaments should not be adopted by the Michigan High School Athletic Association.

This is no criticism of KPI Rankings per se, or of its creator who is assistant athletic director at Michigan State University; but it’s not the right thing to do for our statewide high school basketball tournaments.

The KPI rankings is one of a half-dozen means used by the NCAA to seed its Division I Men’s Basketball Tournament. But the proposal before us is that KPI rankings become the one and only system for seeding the MHSAA’s tournaments. There would be no other criteria and no human judgment.

The result would be seeding that misses important details, like which teams are hot and which are not at season end, and which teams have recently lost players to injuries or ineligibilities and which have had players return.

KPI ranks teams on a game-by-game basis by assigning a value to every game played. A loss to an opponent with a poor record is considered a “bad loss” and has a negative point value. A win over an opponent with a good record is considered a “good win” and earns a positive point value. Margin of victory is a factor.

This is a nice tool for the NCAA to use, along with a variety of other tools and considerations that its billion-dollar budget can accommodate, but none of which is proposed for seeding the MHSAA tournaments. KPI Rankings is not sufficient as the one-and-only seeding criterion for MHSAA tournaments.

Moreover, dependence on a seeding system owned by a single individual, who is outside the MHSAA office, and who has the potential to move from MSU to anywhere across the USA, is a poor business strategy.

If there is to be seeding, there are more appropriate ways to do it for the high school level. But first there needs to be clearer consensus that seeding is a good thing to do, philosophically and practically. In the MHSAA we do this sport by sport, and level by level. And the jury is still out for seeding in Michigan high school basketball.