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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

Playing Time: Paying It Forward

February 23, 2018

(What follows is an excerpt from an article by Jon Solomon of the Aspen Institute. Find the full article here.

There’s a time to sort the weak from the strong in sports. It’s not before kids grow into their bodies, minds and true interests.

Through age 12, at least, the Aspen Institute’s Project Play recommends that sports programs invest in every kid equally. That includes playing time – a valuable developmental tool that too many coaches assign based on player skill level and the score of the game. You will see this recommendation reflected in our Parent Checklists and companion videos.

The argument is simple for equal playing time: Research shows that what kids want out of a sports experience is both action and access to the action. Getting stuck at the end of the bench does not foster participation. And we all know greater participation is sorely needed in youth sports. Only 37 percent of kids ages 6 to 12 regularly played team sports in 2016, down from 45 percent in 2008, according to data from the Sports & Fitness Industry Association in the Aspen Institute’s State of Play 2017 report. 

Kids who quit sports often do so because of lack of playing time, which can be a result of lack of confidence. Confidence is a byproduct of proper preparation and adults who believe in the players, according to IMG Academy Head of Leadership Development James Leath. 

“From a small child to the world’s greatest athlete, those who are confident are confident because they have taken thousands of shots, tried and failed many times, then tried again and got it right,” Leath said.

Playing time shouldn’t be earned at younger ages. It should be paid forward to develop a future athlete.