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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

The Pencil Tale

May 25, 2018

I’ve learned to create at the computer keyboard, but my favorite writing experience continues to be by pencil (with eraser), legal pad and a pot of hot coffee. Thus, I’ve enjoyed this anonymous parable of the pencil.

An old pencil maker took his newest pencil aside, just before he was about to pack him into a box. Imagining the little fellow as a person, he recalled a few things about the pencil.

“There are five things you need to know,” he said to his pencil, “before I send you out into the world. Always remember these five things – never forget them – and you will become the best pencil you can be!

“The first thing is to remember that you will be able to do many great things, but only if you put yourself in someone else’s hands.

“From time to time you will experience a painful sharpening, but remember that this will make you a better pencil.

“Also, keep in mind that you will be able to correct any mistakes you might make along the way.

“And the most important part of you is what’s on the inside.

“And remember this, as well, upon every surface that you are used, you must leave your mark. No matter what else happens, you must continue to write.”