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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

A Different League

December 30, 2016

Less than two years after The Palace of Auburn Hills completed $40 million of improvements to an already magnificent facility, there is serious talk of bulldozing The Palace to the ground after the NBA's Pistons bolt for downtown Detroit, 

I once bought an IBM 360 mainframe computer for the Michigan High School Athletic Association office that was out of date within 12 months; and I felt terrible about it. But it was a modest amount and we did it with our own money. What is happening in Auburn Hills is, quite literally, in an entirely different league.

These developments may affect the MHSAA which has conducted one of its largest and most prestigious events – the Individual Wrestling Finals – at The Palace since 2002, and has a contract for this event through 2019. The tournament involves about 1,000 student-athletes each March. 

I confess that it is difficult for an organization grounded in never-changing values to react well to the ever- and fast-changing landscape created by professional sports and major college football and basketball in their insatiable pursuits of revenue. We must, of course, and very carefully; but it's maddening.