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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

Opportunities Abound

February 2, 2018

This weekend – for the 23rd time – the Michigan High School Athletic Association will host its Women in Sports Leadership Conference. The event is Feb. 4 and 5 at Crowne Plaza Lansing West.

Featured speakers are USA National Volleyball Team member Alisha Glass, who starred at Leland High School; University of Michigan’s Carol Hutchins, the winningest coach in NCAA softball history; and Michigan State University Women’s Volleyball Coach Cathy George, who is just off a season when the Spartans reached the NCAA Elite Eight.

But the real juice for this inspiring event is the energy of 550 students and the investment of our schools’ coaches and administrators to facilitate the attendance of these students.

Students will learn leadership skills for today and be exposed to a variety of career opportunities in athletics. Sports in general and school sports in particular continue to have far fewer female contest officials, coaches, administrators and athletic trainers than we need. This weekend’s program is another effort to inspire change.