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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

Long Days

September 20, 2016

When I read, I prefer three types of literature:

  1. Fun, fast fiction – so I can read more than one page before I fall asleep at night.

  2. Well written, lively biographies of historical figures, especially in American history.

  3. Articles and essays about space.

The pieces about space almost always have the effect of putting my world in humble perspective.

For example, this summer astronomers in Chile discovered Planet HD 131399Ab. It’s 320 light years from Earth, in the constellation Centaurus.

This planet is unlike any other in the known world. It has three suns. And the planet takes 600 of our Earth years to orbit its main sun once.

One day on Planet HD 131399Ab is like 600 years on Earth.

So, if you think you’ve had some long days recently, think again. Ponder Planet HD 131399Ab and its nearly 5 million-hour day.