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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

Well-Roundedness

January 5, 2018

Editor's Note: This blog originally was posted November 22, 2013, and the topic rings true today.


As high school seniors are scrambling to complete their college applications, I’ve reflected on how what is valued is changing.

I was accepted to both of the Ivy League schools to which I applied. This was at a time when evidence of being well-balanced, middle class and Midwestern were seen as strengths on an application. I don’t think I would be admitted to those institutions on the basis of those strengths today.

It appears that our so-called “elite” institutions are now looking for the outlier:

  • Not participation in three different sports, each in its own season; but participation in one sport, year-around; and the more non-traditional the sport, the better.

  • Not committed involvement in activities of the local school; but involvement away from school; maybe the invention of a product or electronic program or the founding of some nonprofit organization that improves the human condition of people in other places.

When we list all the factors that entice high school students to specialize in a single sport, we need to include that society today has made “well-roundedness” less worthy of praise than being “one-of-a-kind,” and that’s diminishing the value of being a team member unless one is the star on that team.

It is highly doubtful that either high schools or colleges are strengthened by these trends. More importantly, it is equally doubtful that single-focus childhood is the strongest way for young people to become good neighbors and community citizens.

What I continue to encourage for most students is that they sample the broad buffet of opportunities that a full-service school offers. To participate in both athletic and non-athletic activities. In both individual and team sports. To be a starter in one sport and a substitute in another. To participate in solo and ensemble. To be onstage and backstage. To taste winning and losing, and both in ample proportion.