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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

Perspective

July 9, 2018

(This blog first appeared on MHSAA.com November 2, 2010)

Each summer I put together a list of all the problems we’re addressing and all the projects we know we’ll be working on through the MHSAA during the year ahead. It’s always a long list, and accomplishing just a few items would make any year a good year.

So, this requires that we try to decide between all that we might do and all that we must do. And here’s a reminder of one thing we must do.

When I ask school and community groups with whom I’m speaking about what they think the problems are in school sports, the most popular responses from these constituents are (1) too little funding, and (2) too many misdirected parents; or sometimes that order is reversed: over-involved parents and under-funded programs.

I like to caution people that in some situations, our students suffer from too little adult engagement in their lives and that, almost everywhere, interscholastic athletics benefit greatly from the time and energy parents and other adults volunteer to help local programs operate. But I get the point of what I’m hearing.

These and other responses I hear – serious as these cited problems can be – may merely be symptoms of the single, fundamental issue that’s at the heart of all the others. That’s perspective.

  • Too little money for schools and sports?

    • Perspective – spending money on less essential things.

  • Pressure-packed parents?

    • Perspective – people focusing on adults’ desires more than students’ needs.

  • Poor sportsmanship?

    • Perspective – forgetting or never learning the pure purpose of educational athletics.

  • Too much specialization?  Too much year-round competition?

    • Perspective again.

  • Too much talk of college athletic scholarships?

    • Perspective once again.

In essence, almost all issues arise from matters of perspective. At their root, almost all problems are problems of perspective.

What can we do about this?

I don’t have the perfect prescription; but one thing is certain: we can’t relegate this to an afterthought. We cannot hope to make time to address this problem each day; we must plan to make time for it each day.

We need to model a positive perspective. Point to it when we see it. Explain it. Reward it.

It can’t be left to others. We are the guardians of proper perspective. It’s Job 1.