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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

Locker Room Talk

November 4, 2016

I am greatly offended that politicians and pundits dragged sports into the trash pile of the 2016 presidential campaign. 

The vulgar, victimizing language we heard from a presidential candidate in a 10-year-old recording is NOT “locker room talk.” It is far worse than anything I ever heard in any locker room I was a part of as either player or coach. 

In fact, the expectation I had of school sports was that such talk would have caused coaches to disqualify the players involved or, if not, such talk would have caused administrators to dismiss the coaches in charge.

School sports locker rooms – like the fields, courts, pools, mats and other venues of play – are classrooms. While the volume may be turned up, in educational athletics, the content and vocabulary of the locker room must match the classroom. Anything less is unacceptable in the locker rooms of school-sponsored sports, and it ought to be unacceptable to the fans in the stands, people on the street and candidates for public office.