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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 So Great

February 7, 2017

The Michigan High School Athletic Association leadership can sometimes be like the leadership of the United States of America. We can boast a bit too boldly about how great we are.

That's why a trip to Europe, most recently for me to the country of Spain, can be a humbling reminder that no matter how good we may seem to be regarding some things, there is very much room for improvement on others.

The USA is a leader in many ways, but a distant laggard when it comes to community place-making and the quality of our roads and bridges and mass transportation systems. The USA is embarrassingly behind the needs and times in these important ways of improving life for millions of its citizens.

This obvious observation begs for consideration of ways and means the MHSAA may lag behind its counterpart organizations in serving and supporting school-sponsored sports. And these are the two most obvious observations: 

We trail the nation's most progressive states with respect to requirements to coach and a few other most progressive states with respect to requirements to officiate.  

It was no huge surprise that the 2016 MHSAA Update Meeting Opinion Poll demonstrated that attendees were more supportive of proposals to change those rules than any other policies or procedures of the organization.

The most popular proposal surveyed was a requirement that high school coaches who are disqualified from a contest more than once in a season must complete a free online sportsmanship course before they may return to coaching ... 94 percent of 602 respondents favored that policy.

The second most popular proposal surveyed would require all head coaches at the junior high/middle school level to have a valid (current) certification in CPR (same as the rule for high schools) ... 80 percent of 593 respondents favored that.

And the third most popular proposal surveyed would require an MHSAA registered official to attend an MHSAA-conducted or approved camp or clinic (three-hour minimum duration) during the first three years before that official may renew registration for a fourth year ... 75 percent of 601 respondents were in favor.

There are some obvious flaws in these requirements as stated on the Opinion Poll, and the respondents tend to come from larger schools and under-represent the opinion of small school administrators; but the responses of constituents are valuable nevertheless because they indicate a general direction that respondents believe is necessary to improve school sports, or at least to keep pace with the changing needs.