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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

A Walk in the Woods

July 3, 2018

(This blog first appeared on MHSAA.com on July 30, 2010)


My wife and I were on a long walk through the woods and back roads of west Michigan this summer when she remarked, “We’re not lost; but we don’t know where we are.”

We knew how to get back to our car, but we didn’t know the direction we were headed. “We’re not lost,” I mused; “but we don’t know where we are.”

That’s an apt description for interscholastic athletics. We could back-track on the path to the origins of this journey, so we’re really not lost. But I don’t know anyone who really knows where we are, which direction we might be headed.

There are few who have viewed interscholastic athletics from more angles than I; but I’m not any clearer about the future than the newest coach or most casual fan. I’ve looked at high school sports as a coach, and as the son of a coach. I’ve been involved as a player, and as the parent of two players. I’m the son of a state leader and the protégé of a national leader. I’ve been an administrator at the state and national levels. I’ve read the old histories and handbooks, and I’ve talked at length with key leaders of the past. But I don’t know where we’re headed.

Where does this path lead that relaxes or eliminates out-of-season practice and competition restrictions for athletes and their coaches? From the repeated complaints of coaches and administrators, it’s evident that path was a bad choice; but how now to find our way back? We’ve taken a few steps back, but we know it was downhill to this point and a tough uphill climb back.

Where, if ever, is the end of this path that leads to more and more commercialization of sports? Where are we being taken as high school associations in other states relax or eliminate amateur and awards rules?

Where are the sporting goods manufacturers and street agents taking high school basketball? Will the game that has captured hearts and minds for generations continue its charm when the pervasive corruption of college basketball is exposed or it infects high school heroes beyond healing?

When, if ever, will the government’s thirst to regulate sports be quenched? Where, if ever, will the requests end for extra protections and privileges for special groups?

When, if ever, will seasons be long enough, travel far enough and the stakes high enough to satisfy promoters? Where are we being taken as high school associations in other states take down the barricades placed on those paths by the pioneers of our programs?

Eventually, on our walk through the woods, my wife and I determined it was time to turn around and head back toward our starting point. We didn’t think we could go any further ahead and still make our way back. We knew we didn’t have the power of mind to remember more turns. We ran out of memory before we ran out of energy.

I worry that some of those who are pushing the limits of high school athletics have forgotten where they parked the car. And having forgotten this, they wander in vain through the woods, trying this turn and that.

They’ve run out of memory, but not energy; and sadly, they drag us along, deceiving us and perhaps themselves that it’s only around the next corner or over the next hill that we will see clearly again or reach our goal.

(Note: This was first published in the MHSAA’s August 1995 Bulletin and in 2000 was included in the book Raising Expectations, which is now a part of the MHSAA Library.)