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What's Ahead

February 10, 2012

A dozen years ago I sat in on a presentation by a futurist who was speaking with a special committee of the National Federation of State High School Associations, called the “New Paradigm Task Force.”  During the presentation the speaker provided a list of the 10 magazines a person should read regularly to keep alert to what’s ahead in our world.  Here’s the list:

• Christian Science Monitor
• Science News
• Business Week
• Popular Science
• Utne Reader
• Atlantic Monthly
• Mother Earth News
• Technology Review
• The Economist
• In Context

Since that time I’ve carried the list with me in my pocket planner, and I’ve often purchased and read one or more of the magazines when I’m traveling through airports.  Over the years I’ve subscribed to four of these publications.

Some of you will chuckle that this futurist was recommending print publications and not the World Wide Web.  Others may note that several of these recommended publications failed to survive modern technology and no longer exist.  So it goes with predictions, even for professionals.

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