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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

Mountaintop Experience

May 15, 2018

Thinking that I’m younger than my almost 70 years, many people assume that I have another job lined up after my retirement in August. My response has been that if I needed or wanted to work full time, I would not leave the employment of the Michigan High School Athletic Association. It’s the best job – at least for me – in America.

Strong staff, supportive board, comfortable conditions, good benefits and – most of all – great mission. I’ve been at the top of the mountain; why would I ever go anywhere else?

And speaking of mountains ...

I depart for Peru next week to hike the Inca Trail. It’s not a long trek – 31 miles over four days – but there’s thousands of feet of up and down to deal with at very high altitude.

For a brief time I’ll be trading one mountaintop experience – serving the MHSAA – for another – hiking to Machu Picchu.