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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

Wrong End of the Microscope

October 14, 2016

Those who love and lead high school football in Michigan may be looking through the wrong end of the microscope.

Attention to large schools, varsity programs and the postseason is a waste of time if we fail to closely examine smaller schools, lower level programs and the start of the season.

Are we adequately nurturing our roots and promoting the future of the game? Do high school coaches spend more time with civic and parent groups describing the benefits and defending the safety record of school-sponsored football than they do airing their grievances against other coaches in the media?

Do we understand how increasing the number and enrollment ranges of 8-player football programs affects our smallest schools, whether they conduct 11- or 8-player programs? Do we see where and how the same proposal can serve one school very well but another school terribly?

Do we understand what's happening in junior high/middle school programs? Do we play enough games to be attractive to kids and their parents, and do the practice policies and playing rules of this level promote an extra degree of participant health and safety?

Do we understand how starting practice so much earlier than academic classes in the fall may turn off kids and parents, especially at lower levels of play; and are we keeping up with rapidly changing calendar changes of member schools?

Ultimately, the future health of varsity high school football programs depends on the outcome of these kinds of questions, answers and efforts ... and has little to do with the size and system of the postseason playoffs. And positive efforts will be negatively affected by coaches airing dirty laundry in public.