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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

Scheduling Controversy

November 14, 2017

A dozen years ago, I asked our counterpart organizations in other states if they scheduled their schools’ regular-season varsity football games. Very few did so.

More recently, I’ve realized that I didn’t ask enough questions. It turns out that few statewide high school associations tell schools who they play each week of the regular season. However, many more give schools the group of opponents they may schedule. They place schools in leagues and/or districts and/or regions and instruct schools to schedule from among those schools only or predominantly.

I have been waiting for the tipping point where a sufficient number of high schools in Michigan are sufficiently stressed over scheduling football games that they would turn to the MHSAA to solve the problem.

I’m anticipating this might occur first among schools playing 8-player football, and that success there will lead to our assistance for 11-player schools.

One approach – the simpler solution – would work like this:

  • All 8-player schools within the enrollment limit for the 8-player tournament would be placed in two divisions on the basis of enrollment in early March. About 32 schools in each, based on current participation.

  • At the same time, each division would be divided into four regions of about eight schools.

  • In April, the schools of each region would convene to schedule seven regular season games for each school.

  • Based on current numbers, schools would still have two open weeks to fill, if they wish, for games with schools in other regions or of the other division or in neighboring states.

A second option – the date-specific solution – would provide every school its weekly schedule for all nine dates, or weeks 1 through 8, or weeks 2 through 8, depending on local preferences. This would not be difficult in concept once there is agreement on what criteria would be used and what value each criterion would have.

For example, one important criterion would be similarity of enrollment; another of great value would be proximity. Perhaps league affiliation would be a factor with some value. Perhaps historic rivalries would be another factor with a value. Then the computer spits out schedules for each school for every week for two years, home and away.

I don’t campaign for this task because, frankly, it will produce complaints and controversy. But if this organization exists to serve, then this is a service that today’s chronic complaints tell us we should begin to provide soon.

I suggest we do this for 8-player football for the 2019 and 2020 seasons (with a paper trial run for 2018). If it proves successful, we could expand the service to 11-player schools as soon after as they are satisfied with our efforts for 8-player schools.