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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

Sold Out

December 13, 2016

We are sometimes criticized for limiting the scope of school sports – for restricting long-distance travel and prohibiting national tournaments; but there is no question that we are doing the correct thing by protecting school sports from the excesses and abuses that characterize major college sports.

Across the spectrum of intercollegiate athletics, but especially in Division I football and basketball, there exists an insatiable “keep-up-with-the-Joneses” appetite.

Universities are building increasingly extravagant facilities. They are sending their “students” into increasingly expansive scheduling. But it’s never enough.

There is always another university somewhere building a bigger stadium, a fancier press box or more palatial dressing rooms, practice facilities and coaches quarters.

So-called “students” are sent across the US and beyond to play on any day at any time in order to generate revenue to keep feeding the beast.

The Big Ten knows it’s wrong, admits it, but schedules football games on Friday nights to attract larger rights fees from television.

Feeling used or abused, some of the athletes of Northwestern and then at the University of Wisconsin, talk of creating a union to protect themselves from the obvious, rampant exploitation.

And then occasionally, some college coaches dare to suggest that high schools are wrong to have regulations that reject the road that colleges have traveled, a road that has distanced athletics very far from academics in intercollegiate sports.

The intercollegiate model is not and must not be the interscholastic model. We who are sold out for educational athletics have nothing good to learn from those who have sold out for broadcast revenue.