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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

Storm Surge

September 29, 2017

We have all been glued to our video devices for gruesome scenes from hurricane-ravaged portions of this hemisphere. In terms of scope and duration, the devastation is unlike anything any of us can remember so close to home; and it’s hard to say this ... including Hurricane Katrina in 2005.

Within a few weeks of destruction in Louisiana and Mississippi in 2005, the Michigan High School Athletic Association had established procedures for expediting the consideration of athletic eligibility of students who had evacuated uninhabitable areas and arrived in our communities without the usual records required to establish athletic eligibility in MHSAA member schools.

On Sept. 6 of this year, the MHSAA Executive Committee revisited the 2005 experience and set a course for making eligibility decisions for evacuees from Texas, Florida and other locations, should they arrive in Michigan communities. Key elements for making favorable eligibility decisions are:

  1. The student’s previous school has ceased to operate.

  2. The student’s previous residence is uninhabitable. Dwellings are presumed to have been uninhabitable for at least a brief time in specific zip codes to be designated.

  3. The student has been ordered to evacuate from his/her previous community.

  4. The student has relocated to Michigan in a permanent type of housing (not hotel) with his/her parents or only living parent and has enrolled at the public school serving that residence, the closest public school academy to the residence, or the closest nonpublic school to the new residence, pursuant to Interpretation 62.

Should Michigan schools receive a surge of storm victims this fall, we are prepared to act quickly on athletic eligibility.