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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

Counterpoint

February 13, 2018

There is a segment of those who are interested in public education who believe it is their privilege and responsibility to educate their children however and wherever they wish. Some parents believe they should be able to enroll their children anywhere, subsidized by taxpayers, and have immediate and full access to all the school’s programs and services.

This is a factor that helps to fuel transfers in school sports. But for every action, there is an equal and opposite reaction.

Watching on the sidelines and wringing their hands are the parents of those students who are displaced from positions and playing time on school sports teams by those who have dropped into their programs after moves from other schools ... moves necessitated not by changes in parents’ employment or other imperatives, but by parents’ changing attitudes about their local school sports team.

Transfer rules are designed in part to protect those who are not unhappy, who are not dissatisfied with a coach or playing time or the offensive system the team is using, or are willing to work through issues and learn from them. Transfer rules are designed for those who have put in their time within a program and are anticipating their opportunity to play.

Within every chorus singing “Let him or her play,” there are many others humming a different tune.