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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

Thinking of Don Quixote

October 10, 2017

The athletic transfer problem is not confined to high schools alone. Recently, the National Collegiate Athletic Association has had a work group studying the NCAA transfer rule for Division I institutions.

The problem has been of particular concern in Division I men’s basketball where more than 20 percent of scholarship players changed schools between last season and this.

The work group appeared to have narrowed its study to two options: Make every transfer student ineligible for one year; OR, Allow every transfer student immediate eligibility. And the second option seemed to have had the early momentum.

But last Wednesday, the work group announced that the proposal to grant immediate eligibility to transfer students who meet certain academic standards will not advance during the current NCAA legislative cycle. Two days later the report was corrected: there's still a chance for change by 2018-19.

Major college conference commissioners and NCAA leadership have surveyed the landscape. They see athletes arriving on their college campuses from an environment where, if they weren’t happy with a team, they changed teams.

Apparently, the non-school, travel team attitude is bigger than the NCAA may want to battle.

Yet here we are, thinking of how to wage war on athletic transfers in high schools.