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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

Engagement

October 31, 2017

In addition to daily calls, texts, emails and old-fashioned mail delivery, Michigan High School Athletic Association staff engaged face to face with its core constituents in these ways from August of 2016 through July of 2017:

  • More than 350 local school visits, including:
    • Approximately 120 to attend regular season local contests to evaluate officials for MHSAA tournament readiness.
    • More than 60 to support or evaluate MHSAA pre-Final tournament events.
    • More than 60 to speak at or support MHSAA CAP sessions (plus 25 CAP sessions at the MHSAA building).
    • 12 for MHSAA.TV, NFHS Network or School Broadcast Program.
    • 6 for Second Half website features.
    • 6 for new school orientation.
    • 5 for Battle of the Fans (each involving 3 MHSAA staff).
    • 5 for officiating classes.
    • 2 for Reaching Higher (each involving 4 or more staff).

  • More than 60 local officials association visits, including:

    • 45 for rules meetings/presentations.

Plus 8 visits to officials camps,
         5 presentations to college officiating classes, and
         9 officiating recruitment events.

  • More than 50 coaches association meetings.
    • 24 for MHSAA rules meetings/presentations.
    • 6 for CAP programs.

Plus the Coaches Association Presidents dinner at the MHSAA office involving 9 MHSAA staff.

  • More than 50 league meetings, including:
    • 8 to conduct student leadership or sportsmanship events or for team captains clinics (usually involving multiple MHSAA staff).
    • 8 to provide event marketing assistance.
    • 7 to provide MHSAA information/updates.
    • 6 to provide MHSAA rules meetings/presentations.
    • 3 for ArbiterGame training (usually involving 2 or more MHSAA staff).

Plus the League Leadership Meeting at the MHSAA office involving most MHSAA staff.

  • More than 15 MIAAA meetings.
    • 10 MHSAA staff at the March conference.
    • 2 MHSAA staff at the summer workshop.
    • 2 to 4 MHSAA staff at most board meetings.
    • At least 1 staff at multiple committee meetings, strategic planning, etc.
  • More than 50 standing committees, task forces and ad hoc study groups convened at the MHSAA office, and several did so multiple times.

What is abundantly clear here is that the MHSAA staff does not operate from an ivory tower or information vacuum.