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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

Taking Back Their Game

December 15, 2017

Editor's Note: This blog originally was posted August 30, 2011, and the message still rings true today.


Grayling High School’s Rich Moffitt is one of our many fine high school basketball coaches, and a good portion of the heart and soul behind the MHSAA/BCAM “Reaching Higher” experience for our state’s students aspiring to play college basketball. Rich shared with us a recent article in Basketball Times written by Billy Reed, a long-time basketball writer for the Louisville Courier-Journal, Lexington Herald-Leader and Sports Illustrated. In this piece Reed urges high school basketball coaches to take back their game from the corrupting influences of street agents and summer coaches. He writes:

“I’d like to see the high school coaches publicly challenge university presidents to stop sacrificing academic integrity on the altar of the almighty sports dollar. I’d like to see them petition the NCAA to do everything possible to rid college football and basketball of the slimy street agents, summer coaches, pimps, hustlers and con artists who undermine the authority of their high school coaches and teachers.

“I’d like them to urge the NCAA to start running its own summer games instead of leaving it to the shoe companies and NBA stars, and I’d like to see them work with their state high school athletic associations to adopt rules stipulating that only certified high school coaches can coach summer teams.

“I’d also like to see the high school coaches rededicate themselves to teaching humility, civility and respect for the opposition, the public and the media instead of letting young superstars grow into rude, selfish, egotistical adults who think the same rules that apply to the rest of society don’t apply to them.”