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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

Student-Centered Coaching

August 1, 2017

The November 1929 Bulletin of the Michigan High School Athletic Association includes this editorial reprinted from the Oct. 7, 1929 Grand Rapids Herald which invites discussion about what more we might do to promote leadership and sportsmanship in school-sponsored sports today.

“Football teams of Greenville and Ionia high schools Saturday introduced an innovation the nature of which challenges consideration of other Michigan schools. From the time the first whistle blew for Saturday’s game until its close the professional coaches employed by the two schools had no contact with players. Between the halves the usual harangue by the coach was dispensed with in favor of a review of play by players. * * * The result of such a policy is unsullied amateurism along the lines we often have urged. The players are on their own. They do their own thinking as well as playing. Under the system as usually followed the coach sits on the sidelines. If he sees an opportunity for a plan of play differing from that being followed he sends in a substitute who carries instructions: ‘Stick to forward passes. Bang away at their left end,’ etc. Between the halves the coach points out faults and emphasizes opportunities for the final half. In net effect the coach directs the play. The initiative of captain or quarterback is permitted only so long as the coach approves. Under the Greenville system the captain is the only recognized leader of the team. He directs substitutions, orders plays, advises players, etc. At Greenville school boys played against school boys. On other western Michigan gridirons a coach is the 12th member of every team. * * * The plan adopted at Greenville was suggested by President Angell of Yale in his annual report for 1927-28. He urged that, ‘There is a wide and well-grounded sentiment that the control of our games should be put back more fully into the hands of the players.’ Yale has not heeded Prexy Angell’s advice, but the New York State Public High School Athletic Association has adopted it as also have some Detroit high schools. It takes the sting of professionalism out of the scholastic game. The able coach still has ample opportunity to prove his worth in teaching the fundamentals of the game and in developing ‘football brains’; but when the whistle blows it is high school team against high school team. What’s the matter with trying that in Grand Rapids? What, if any, are the arguments against it?”