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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

Seeking Serious Solutions

April 13, 2018

Too much time is being spent on season-ending tournaments, and too little time on the regular season, and practice, and making sports heathier, and promoting student engagement, and the role of sports in schools.

There are exceptions, of course.

  • The Michigan High School Athletic Association Soccer Committee is a rarity, expressing that there may be too much competition and not enough practice and rest in school-based soccer.

  • The MHSAA Competitive Cheer Committee is constantly looking for the right balance of athleticism and safety – a blend that will challenge the best and grow the sport among the rest.

  • The MHSAA Junior High/Middle School Committee is tackling large, tough topics and beginning to make culture-changing proposals to carry the brand of school sports to younger students.

These are examples of the conversations of which all school-based sports leaders must have much more.

Because our standing committees have often failed us and spent too much time on matters of too little consequence, the MHSAA has often resorted to special task forces or work groups to help get necessary things done.

  • This is how Michigan got ahead of the curve on the length of football practices and the amount of contact. A task force was appointed when the football coaches association and the MHSAA Football Committee were ineffective.

  • Years ago, it wasn’t a standing committee but a work group that brought us the eligibility advancement provision for overage 8th-graders.

  • That’s how cooperative programs came to our state.

  • That’s how we got coaches education started, and it’s how we extended coaches education to apply to more coaches on more topics.

  • This is how we are making progress now – a Task Force on Multi-Sport Participation, and a Work Group on the Transfer Rule.

We need more of this – small groups diving deeply into topics over multiple meetings. Educational athletics has significant problems that require serious solutions, and new strategies for seeking those solutions.