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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

An Extraordinary Choice

May 11, 2018

A decade and a half ago when there was a vacancy on the staff of the Michigan High School Athletic Association, my colleague Randy Allen mentioned that I should take a look at an impressive young guy from southwest Michigan. A guy I had never met, or even heard of. A 29-year-old by the name of Mark Uyl.

I did take a look, and a second, and a third. Given his youth, I realized this might be the first person I would hire who not only would outlast me on the MHSAA staff, but who also would be both youthful enough and experienced enough to lead the MHSAA after me.

When, at the conclusion of the Representative Council’s spring meeting on Monday, MHSAA President Scott Grimes announced the selection of Mark Uyl to be the next MHSAA executive director, he said, “It was the easiest decision of the weekend.”

I consider the assembly of an outstanding MHSAA staff, and the swift succession of Mark Uyl to executive director, to be among the most significant contributions of my turn to lead the MHSAA.

Mark has the philosophy, people skills and practical knowledge of local school sports that made him the obvious choice. His connections and communication skills make him an extraordinary choice. He will do great things during his turn to lead this extraordinary organization.