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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

No. 1 Worries

December 27, 2017

Editor's Note: This blog originally was posted Sept. 21, 2012, and the theme rings true today.

Fueled by the “No. 1” syndrome, people often worry about and value the wrong things when it comes to interscholastic athletics.

For example, they worry about the eligibility of athletes more than the education of students.  They worry about athletic scholarships to college more than genuine scholarship in high school.  Faced with financial shortfalls, they use middle school athletics as the whipping boy because the No. 1 syndrome causes people to value varsity programs more than junior varsity, and high school programs more than middle school.

It is possible in the subvarsity programs of our high schools (far more than in varsity programs where crowds and media bring pressure to win) and it should be and usually is pervasive in our middle school programs, that participation is more important than specialization, trying more important than winning, teamwork more important than individual honors, and teaching more important than titles and trophies.

At the middle school level, coaches have an opportunity to look down the bench for substitutes without first looking up at the scoreboard.  The scorebook should be kept to see how many students played in the game, not how many points any one player scored.

Here is where education prevails over entertainment in interscholastic athletics.  Here is where philosophy of athletics is more in tune with the mission of the school.  Here is where the taxpayer’s dollar is spent best.

To the degree we introduce large tournaments and trophies into middle level programs, we damage the purity of educational athletics and the purpose of middle school programs.  To the degree we cut middle level programs in the face of budget crises, we succumb to the No. 1 syndrome.

We must expose the No. 1 syndrome for the sickness it is:  a cancerous growth that must be cut out of educational athletics before it leads to cutting out what is arguably the most educational parts of interscholastic athletics:  middle school programs.