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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

Current Events

November 3, 2017

This is the ninth year that I have been posting blogs twice a week – each Tuesday and Friday. A recent project required I go back through the postings of the eight previous years; and a sidebar of that project is this posting.

I rediscovered that in the fall of 2009, I was writing about topics that remain current today. For example,

  • August 18 – What new sports may be in the future of high school athletics?

  • August 25 – The prospects of 8-player football.

  • September 4 – Baseball pitching rules.

  • September 8 – Video streaming.

  • October 6 – Protection from head injuries.

  • November 17 – Foreign students.

  • November 20 – Football scheduling.

  • November 27 – Football Playoffs.

And on several occasions over the first six months, the topics were problems in school finance and the financial pressures on school sports, reasons for various eligibility rules, changes in playing rules to promote participant safety, tournament classification, and the need for stronger leadership on all levels of school sports.

All of these topics remain current. Proving once again, perhaps, that the more things change, the more they stay the same. Or, that there are no genuinely new topics.