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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

Don’t Mention It

October 27, 2017

It has taken every ounce of personal and professional discipline during the past month to keep me from writing what I’ve been thinking since the world became aware of arrests and suspensions in and around major college athletic programs.

  • I won’t repeat that we have been outspokenly suspicious of the influence of apparel companies on amateur athletics in America.

  • I won’t repeat that we have been continuously critical of the travel team environment infecting sports for youth and adolescents.

  • I won’t repeat for the umpteenth time that the “arms race” in major college basketball and football is ultimately unsustainable, or at least indefensible under the banner of higher education.

  • I won’t repeat that, in an era of ubiquitous high-definition video, it is ridiculous to think college coaches must be onsite for the cesspool of spring and summer tournaments funded by apparel companies, and that it would save colleges huge sums of money if NCAA rules did not permit onsite evaluations at such times and places.

  • I won’t repeat that nationwide travel and national tournaments are bad for student-centered, school-sponsored sports.

  • I won’t repeat that the Michigan High School Athletic Association limitation on travel and prohibition of payments to high school coaches from any source but the school are good for school sports.

I won’t mention any of this.