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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

Culture Wars

January 24, 2017

Our purpose in school sports is to help develop the whole child. That’s why we do not advocate that sports consume a child’s whole life.

We recognize that it’s not good to get too much of a good thing. Too many hours devoted to sports and too many months devoted to the same sport can lead to a life that is out of balance and unhealthy.

Unfortunately, every restriction we impose to protect children from such risks and to promote their good health is exploited by others. For example, by non-school club coaches that covet our kids. And by almost every convention and visitors bureau in the country that is sponsoring sports events to boost their local economy.

While we talk of balanced participation and a long-term approach that leads to a lifetime of physical activity, better health and reduced medical expenses, we are out-shouted by a culture that does not have the whole child in mind. Our frame of reference is helping to raise a healthy human being, which is challenged by a culture that is more intent on raising revenue from the athletic dreams and fantasies of children and their parents.