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Controlled Fires

July 24, 2012

Forest fires have recently been scorching the United States with unusual reach and rage.  Infernos in the Upper Peninsula of Michigan, as well as Arizona, Colorado, Idaho, Nevada, New Mexico, Oregon, South Dakota, Utah and Wyoming, have made news in our state.

Behind the headlines of the lightning-ignited 150-square-mile devastation near Fort Collins, Colorado is the analysis of forestry and conservation experts that it has been the absence of small fires that has helped to fuel the large fire.  Turns out that Smokey the Bear’s campaign to prevent forest fires may be partly at fault.

In most of life, little problems here and there help to avoid larger problems later.  The little fires consume the fuel that would feed a catastrophic conflagration exploding out of pent-up fears or frustrations or long-festering problems.

Even those who work in the “prevention business” – whether that’s the US Forest Service or a statewide athletic association – must tolerate a few fires.  They can have positive, productive effects, one of which is to keep small problems from growing large and more destructive.

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