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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

Enhancing Public Health

August 29, 2017

Due to overuse injuries from sport specialization that is too early, too intense and too prolonged, youth may be increasingly susceptible to sports-related injuries; but school sports themselves have never been safer – for obvious reasons:

  • Equipment is the best it’s ever been.

  • Coaches have never been better trained in health and safety.

  • Practice and competition rules have never been more safety conscious.

  • Officials have never had more authority to penalize unsafe play.

  • Medical care and insurance has never been as available as it is today.

Our objective is not merely to keep making school-sponsored sports safer and safer year after year. In school sports – educational athletics – we also have the objective that students learn habits of a healthy lifestyle they can carry into adulthood.

In this way, school sports mitigates some of the damage of youth sports and contributes to the general good, to improved public health in America.

All that we do has that goal, and it’s a finish line we have not yet crossed.