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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

Injuries and Specialization

December 29, 2017

Editor's Note: This blog originally was posted July 6, 2010, and the topic continues to be of prime concern today.

There’s an excellent website to which we now link from the health and safety page of MHSAA.com. It’s stopsportsinjuries.org.

Under “Sports Injury Prevention,” in each of a dozen categories from baseball to volleyball, are numerous articles about injury prevention and treatment and additional resources.

The website is the most public presence so far for a campaign begun in 2007 by the American Orthopedic Society for Sports Medicine (AOSSM).

Sports Illustrated in June quoted AOSSM’s president, Dr. James R. Andrews, as saying the focus is really on youth sports and overuse injuries. “I don’t think epidemic is too strong a word,” said Dr. Andrews. “We’re seeing kids hurt before they even have a chance to become athletes.

“You just have this enormous pressure nowadays on kids to play that one sport year-round.

“Encourage your child to be involved in more than one sport. Cross-training helps develop their bodies. Don’t allow your child to play in more than one league in the same sport in the same season. That’s how they get burned out.”