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Misdirection

May 22, 2012

I often arrange my days so I can see their sunrises and sunsets; so I have seen more of them, and paused longer over them, than most people I know.  But in spite of the large number I’ve seen, I still have some favorites.

Without question, my most memorable sunrise was observed this past January as I stepped out on the balcony of a hotel room in Panama City, cup of coffee in hand, and watched a huge, red-golden sun rise out of the Pacific Ocean.  That’s right, the Pacific!

I was in one of those relatively rare locations in the world where the Pacific Ocean is located east of the Atlantic Ocean.

Nearby, great ocean-going ships were traveling east through the Panama Canal in order to reach their western destinations more efficiently.

And beneath the ocean surface, the trim tabs of the huge ships’ rudders were being turned to the left to help the ships steer right, and to the right to help the ships steer left.

Sometimes it is quicker or more economical or just more acceptable to go in one direction for awhile in order to reach an ultimate goal that’s in the opposite direction.

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