In Others’ Words

Blog: From The Director

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

Officiating’s High Calling

October 28, 2016

One of the sports world’s better wordsmiths is Referee Magazine publisher Barry Mano. He’s also a fine thinker, as these artful lines demonstrated at the 2016 Officiating Industry Luncheon in San Antonio:

“Let me provide, in all subjectivity, some observations about our environment, about our fellow citizens. We are:

“More generous but less forgiving.
More open but less discriminating with that openness.
More informed but less knowledgeable.
More litigious but less willing to abide by the rules.
Quick to seek an expert opinion, then just as quick to get a second opinion, one that agrees with ours.”

Barry is president of the National Association of Sports Officials (NASO) which helps contest officials at all levels aspire to be discriminating and knowledgeable adjudicators of fair and healthy competitive athletics.

At a time when the number of registered officials with the Michigan High School Athletic Association has sunk to a 30-year low, Barry’s words are a clarion call to young men and women of character to consider sports officiating as an avocation, or even vocation, that will enrich their lives immensely.

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