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New Beginnings

August 30, 2016

The Michigan High School Athletic Association office experienced an unusual amount of mobility this summer:

  • Gina Mazzolini retired after nearly a quarter-century on the MHSAA staff, with special attention to skiing, swimming & diving, tennis, volleyball, international students and interstate sanctioning.

  • Andi Osters was promoted to assistant director.

  • Dan Hutcheson joined the staff as assistant director.

  • Jeremy Sampson joined the staff in a tournament promotion, ticketing and marketing capacity.

  • We played musical chairs with offices: John Johnson, Andy Frushour, Andi Osters, Geoff Kimmerly, Kathy Westdorp and Cole Malatinsky all have a change of scenery or surroundings.

So we have some new faces, and some “old” faces in new places at the MHSAA office.

During all these transitions, I discovered I was less jealous of Gina’s retirement than I was of the new beginnings for Andi, Jeremy and Dan. Their new energy renews my own for so much that we hope to accomplish together in 2016-17.

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