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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

Centennial Celebration

October 20, 2017

The National Federation of State High School Associations is preparing to celebrate its 100th year of service during the 2018-19 school year. It may be unfair to boil down to a few bullet points a century of contributions to school sports, but I make the attempt here – with the credentials that there has been a John E. Roberts heading up a National Federation member state organization for more than 60 of those years (my dad in Wisconsin for nearly 30 years, followed by my more than 31 years in Michigan).

Here, in my opinion, are the four greatest gifts of the National Federation to school sports in America:

  • In the late 1920s and 1930s, the National Federation’s leadership influenced the end of national high school tournaments. First four, then a dozen and then two dozen very young state high school associations, through their even younger National Federation, successfully challenged prestigious universities (like the University of Chicago) and the biggest names in college sports (like Amos Alonzo Stagg) who conducted national high school tournaments.

  • During the next decades, and one sport at a time, the National Federation assumed from the colleges and non-school organizations responsibility for writing the playing rules for high school level competition, intentionally crafting rules that promoted greater participant safety and much more ease of understanding and enforcement by contest officials. The National Federation now releases about 40 publications each year, serving 16 different sports.

  • At the start of the new millennium, the National Federation began its march to emerge as the nation’s most prolific provider of online education for coaches. The National Federation now has more than 50 different online courses available, including more than 20 free courses; and approximately five million courses have been delivered.

  • In 2013, the NFHS Network was launched to provide a digital broadcast home for state high school association tournaments and the School Broadcast Program. With more than 3,000 events produced each month now, this is the most effective platform in National Federation history for promoting the excitement, diversity and values of school-sponsored sports.