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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

Summer Safety

July 23, 2018

(This blog first appeared on August 28, 2012.)


As we have been considering changes for in-season football practice rules that are more in step with recent recommendations of the National Athletic Trainers Association, the American Academy of Pediatrics and the National Federation of State High School Associations, as well as the actions of several of our counterpart state organizations across the U.S., we have also been looking at the rules that apply out of season to assure they do not work against the preparation of students for a safe experience.

Except during the school’s designated summer dead period of at least seven consecutive days, football coaches may interact with any number of players in voluntary weight training and conditioning sessions as frequently as they desire. Introduce footballs and helmets, and the coach can still work with any number of students on the sideline and up to seven players at a time for any number of days. Add competition, and the coach can still work with up to seven players at a time for a maximum of seven days. In addition, football coaches may participate for a maximum of 10 days at bona fide football camps where any number of their players are participating.

Plenty of time for coaches to teach, and even more time for players to train. During this time, the rules permit students to wear helmets, which protect against accidental collisions during drills; but the rules prohibit other pads that would allow activities to escalate to the point where contact is expected, leading to increased blows to the head at a time when the objective from the pros to Pop Warner is to reduce blows to the head.

When the brief preseason down time begins Aug. 1, the coach continues to be able to work with any number of players in conditioning and weight training. The down time prohibits those activities that could be a disguise for practice prior to the earliest allowed practice date – open gyms, camps, clinics and competition. The down time puts the emphasis where it’s most needed for a healthy student experience when practice actually begins: that’s weight training and conditioning.

Some critics may focus on what they can’t do in the summer; but clearly, there’s much they can do, and it’s all designed to help players improve and excel in a safe environment.