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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

The Usual Suspects

December 30, 2016

It is difficult to find a year when the 11-player Football Finals of the Michigan High School Athletic Association involved more teams from southeast Michigan than appeared at Ford Field in 2016. In fact, just two counties (Oakland and Wayne) produced seven finalists. But then two counties on Michigan’s west side (Kent and Muskegon) supplied four of the 16 finalists.

Four of Michigan’s 83 counties producing 11 of 16 finalists in the 11-player championship games doesn’t’ feel like a statewide event; but one team from the Upper Peninsula, another from the Leelanau Peninsula in the northwest portion of the Lower Peninsula, and a team located along the Michigan/Ohio border remind us how large and diverse our state really is.

The 2016 MHSAA 11-player Football Finals consisted of many of the “usual suspects,” including two teams pursuing their fourth straight titles and one team seeking its third consecutive championship. Four of the eight 11-player champions from 2015 returned in the attempt to defend their titles in 2016, and two of the runners-up in 2015 were back to try to reverse their fortunes from 12 months earlier.

What is being demonstrated here in Michigan high school football is the trend seen in many other states. That is, as the number of classes or divisions of tournaments expands, the more often you see the same teams in the final rounds.

The surest way to have the “usual suspects” on championship day is to put them in tournaments with fewer schools. And of all MHSAA tournaments, the football playoffs have the most divisions with the fewest schools in each. The result is predictable.

This is a cautionary tale for those who desire that the number of classifications and divisions be expanded in MHSAA tournaments for other sports.

Meanwhile, we are keeping an eye on the tournament format in a neighboring state that places schools into divisions for larger schools after they are too successful over consecutive years in the classification that fits their enrollment. Those in Michigan who have been assigned to review such policies have complained that such “success factors” penalize future students because of the achievements of previous students and/or because such factors do nothing about “chronic success” by schools in the largest classification.