Logo

No Super-Sizing Needed

March 23, 2013

Airline travel today presents a confusing array of frequent flyer and credit card loyalty programs:  Premier Access; Silver, Gold or Platinum Elite; etc.  They allow a traveler to check bags without cost, visit airline club rooms free of charge, and board planes ahead of the rest of the herd.

The problem is that the airlines have established so many levels of elitism that the result is a confusing, meaningless mess.  Which reminds me of other efforts to distinguish good, better and best, especially in youth sports.

In basketball, ice hockey, soccer, volleyball and other youth sports there are now so many programs that promote themselves as more elite than others, and so many tournaments that advertise themselves to be above others in terms of status or the presence of college recruiters, that the efforts to distinguish themselves are not at all meaningful, and almost laughable if they were not fooling and fleecing so many children and parents.

In contrast, school sports is not engaged in the never-ending addiction to add layers of competitions and levels of championships.  We are just fine with league, district, regional and statewide tournaments and trophies.  We do not need national-scope tournaments and all-star events.

In school sports, the titles don’t need super-sizing, and the trophies don’t need to be taller than the participants.

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