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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

Internal Medicine

March 20, 2018

When I express concerns for the health of high school basketball, I’m not confusing our problems with the corruption of major college men’s basketball that is under investigation by the Federal Bureau of Investigation. Yes, there are some tentacles that reach us, and taint us; but the problems that plague us most are more basic and local.

The concerns I have for high school basketball are captured in scenes that play out much too often across the membership of the Michigan High School Athletic Association. For example:

  • Declining participation, with JV and varsity rosters too small to practice 5-on-5 at either level.

  • Increasing forfeits.

  • Ugly mismatches, with scores so lopsided that it is hard to imagine much teaching or learning can occur.

  • Starters transferring; reserves dropping out.

  • Confrontations between parents and coaches.

  • Faculty coaches becoming a vanishing breed.

These kinds of concerns do not flow from the top down – we can’t blame these issues on the NCAA and NBA. No, our more persistent and perplexing problems percolate up from the youth level.

Often the students who come to our programs have participated in youth sports programs for five to 10 years before they join a school team. They arrive with expectations that often differ from what is intended for school-based programs. They’ve been in a different environment; they have different expectations.

And much of what is coming with youth sports begins to infect school sports. 

There is no vaccination that will be 100 percent effective in immunizing us. There is no single solution that can quickly reverse these negative trends in school-based basketball and other school sports. The efforts must be systemic and long-term. And among the efforts that must be made are these

  • More attention to coaches education – every coach, every year – where the ethics of educational athletics and the meaning of success in school sports provide the core of the curriculum; and

  • More attention to junior high/middle schools – more opportunities for 6th- through 8th-graders to sample school sports and to savor an experience that puts team before individual and learning ahead of winning.