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The End is Near

December 10, 2013

From time to time we are confronted with print or broadcast media reports, or articles in scholarly publications, that criticize schools’ sponsorship of competitive athletic programs. Some authors have gone so far as to predict that the day is coming when schools are forced by the strength of intellectual argument or the shortage of resources to disassociate from competitive sports and to discharge that responsibility to local community groups and private clubs, as is the custom of most other nations.

For 50 years the “end is near” prophecy has been present among our critics. Today the prediction also can be overheard among cash-strapped school administrators, especially if they ascended to leadership without involvement in school sports.

It’s my sense that these dire predictions are not likely to come true for the reasons usually cited – e.g., that the programs dilute focus or divert funds of schools from their core mission. What is more likely is that these predictions will come true because those in charge ignore basic human needs and responses, and they fail to implement programs that meet those needs.

Our response should not be to lower sports’ profile in schools and offer less to students. It should be just the opposite. We should even more boldly proclaim the value of competitive athletic programs; we should provide more sports and levels of teams for high school students; and we should provide junior high/middle school students with more and longer contests, beginning at earlier ages.

We need to go on offense, as my next postings will prescribe.

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