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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

Weaving Policy

February 10, 2017

My wife weaves. She weaves scarves and placemats and napkins and table runners and rugs. And while she weaves, I watch, looking for the metaphors.

One of the most obvious comes from looking at both sides of her work. In its simplest form, one side of the woven project is the result of careful planning and preparation; the other side just sort of happens. In weaving, except for the "plain weave" where the bottom of the item mirrors the top, the underside of a weaving project is usually unimportant. 

In leadership, however, that's rarely the case. Leaders have to be concerned with two or more sides to most issues. They have to consider in advance both the seen and unseen aspects of the project.

So when people advocate for expansion or contraction of cooperative programs or football playoffs, or for tougher or more liberal transfer rules, or for more or different tournament classifications, or for seeding of tournaments, leaders of the Michigan High School Athletic Association need to look at both sides of any plan and the multiple angles of the issues raised.

This leadership will try to explain to proponents what opponents see in a proposal, and vice versa. This leadership will try to speak for and report to those who are underrepresented in the discussion.

This leadership is entitled to its own opinion but responsible for seeing that sincere and studied opinions of others are both well heard and thoroughly vetted.