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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

No Place They Would Rather Be

April 24, 2018

Seven years ago, the Michigan High School Athletic Association and its Student Advisory Council began the MHSAA’s trademarked “Battle of the Fans.” That was 2012.

Buchanan High School has been a contestant five times, a finalist four times and the winner twice ... in 2013 and again this year.

Many of us complain of all that competes for attention of students and spectators. But at Buchanan, the culture is different. And it’s not an accident. Being involved in school and attending school events is the thing to do. By design.

Starting with a few individuals with vision and energy, student engagement has become the norm. Middle school students saw this in 2013. They were invited to be a part of it then; and now they are leading the effort at Buchanan High School.

At Buchanan, attending athletic events is the thing to do – and not just boys sports or winter sports. To attend events, to cheer loudly and to actually think and talk about what good sportsmanship looks like has become a year-round thing.

Buchanan High School and the other two finalists for 2018, Boyne City High School and Petoskey High School – and all the BOTF applicants, are helping to define and defend educational athletics.

View Buchanan’s application video for the 2018 Battle of the Fans