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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

Big Ten TV

November 11, 2016

The Big Ten Conference likes to say it "appreciates" high school football within its footprint; but the evidence is otherwise.

First, in 2010 the Big Ten adopted a "bye week" to stretch its scheduling that pushed the final game of the Big Ten regular season – with its great rivalries, including Michigan v. Ohio State – to the day on which the high school Football Finals have been scheduled in Michigan for more than three decades. A periodic problem became an every-year plague.

Now the Big Ten has announced it will play and televise games on Friday nights; and in its first year of this new deal, Michigan State will play at Northwestern in a televised game on Friday night, Oct. 27 – the first night of the MHSAA Football Playoffs all across our state. 

So, in 2017 we can thank the Big Ten for damaging the first as well as the last weekend of our high school Football Playoffs.  

The Big Ten's reaction? "We are only playing six games on Friday nights. It could have been much worse."

I expect it will get worse. The greed of college sports knows no limits.