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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

Kicking Bad Habits

May 4, 2018

Forty years ago, as a youngster on a venerable staff at the national office of the National Federation of State High School Associations, where the playing rules for high school football were published, I would entertain my colleagues with a quixotic proposal – year after year – to eliminate the kickoff from football.

As a college player, I got my first playing time as a member of the kickoff team. I knew it was because the coaches didn’t want to risk injury to better players.

As a high school coach, when I conducted preseason scrimmages, I always insisted that kickoffs not occur because I didn’t want to risk season-ending injuries before the season even began.

So, as the world of football from youth levels to the pros is eliminating kickoffs or altering rules to reduce their frequency, I write smugly, “What took you so long?”

Rules committees on every level for every sport have an obligation to examine the data for their sports closely and determine precisely the circumstances that cause the most injuries. And then they must create and enforce rules that will eliminate or greatly modify that most injurious situation.

If the data tells us now what my gut told me as a young coach and administrator, we should give kickoffs the boot.