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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

Redefining Winning (and Losing)

March 9, 2018

There’s been much media attention given to a boys basketball game in another state that turned into a brawl led by adult fans and resulted in suspension of both schools’ seasons and dismissal of both schools’ teams from the state basketball tournament.

From a thousand miles away, I can’t comment on who’s at fault or whether the penalty fits the crime. However, I shout a hearty “Amen!” to what that state’s high school association executive director had to say, according to one of the state’s major newspapers.

“We have too many people putting too much emphasis on winning, or on the wrong definition of winning. Their definition of winning is on the scoreboard only. It’s become a very big problem, and it’s not the (state association’s) definition of winning.”

He continued, “Sportsmanship has been eroded. We’re supposed to be teaching ethics, integrity and character to these kids ...”

Spot on!

The biggest challenge we face in school sports administration across the country is communicating amidst the clutter of contradictory messages that the definition of winning – the meaning of success – is very different in student-centered, school-sponsored competitive athletics than in most other popular brands of sports.

This is educational athletics. It’s about learning far, far more than about winning, which is an important goal but nowhere near the highest objective in interscholastic athletics.

If we lose this perspective, all is lost.