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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

Misspent Money

January 12, 2018

Editor's Note: This blog originally was posted July 15, 2014, and the message is worth another read.

It is not news to us, but it makes more waves when others report it.

William Hageman of the Chicago Tribune reported last month on a study from Utah State University’s Families in Sport Lab that found “the more money parents spend on youth sports, the more likely their kids are to lose interest.”

A Utah State researcher explains the connection: “The more money folks are investing, the higher pressure kids are perceiving. More pressure means less enjoyment. As kids enjoy sports less, their motivation goes down.”

Hageman exposes the folly of parents’ justification for their financial outlay – increasing their child’s chances for a college scholarship. Hageman says “a look at the numbers shows they (parents) may be deluding themselves.”

He cites NCAA statistics that only two percent of high school athletes receive athletic scholarships; and we have to add that many of those are not “full-rides.” The average scholarship covers less than half the cost of an in-state college education for one academic year.