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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

One Concussion Conclusion

August 25, 2017

After both the first and second years of collecting head injury reports from all Michigan High School Athletic Association member high schools for all practices and events in MHSAA sports, we cautioned people to refrain from making too many conclusions.

It’s too soon. We now have a baseline, but we will need several years before we can be certain that we’ve spotted trends or trouble spots.

Nevertheless, one observation screams out. Girls report two to three times the number of concussions that boys do. In basketball, soccer, and in softball compared to baseball, girls report two to three times as many concussions. That was true in year one; it remained true in year two.

It may be that girls sustain more concussions than boys, or that girls are more forthcoming in reporting than boys are, or both. In the past, researchers have published both conclusions.

In either case, it means we need to coach boys and girls differently, and we need to prepare coaches differently for boys and girls teams, as we are doing in the MHSAA Coaches Advancement Program.