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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

When Seasons Matter

April 6, 2018

There are people who want to fuss with Michigan High School Athletic Association tournament structures because, they say, they “want the regular season to mean something.” We need to guard against that thinking and such talk.

In school sports done right, the regular season always means something, even for a team which loses every game.

In school sports done right, practice means even more, because coaches and athletes interact in practice far more than games.

People who want to provide tournament postseason perks to teams which win more games than others are likely to reward the wrong things, like the teams that gathered transfers from other schools.

They are likely to miss the right things, like the teams that started slowly but improved over a truly meaningful season of practices and contests.

They are likely to miss the fact that some teams lost key players due to ineligibility or injury or gained them late in a season and where, in either case, team records are not a meaningful measure of the season.

Let’s not be fooled. Let’s not be trapped in the mindset of sport models that are more about business than education.

Gerrymandering postseason tournaments does more to undermine the integrity of the postseason than honor the regular season.