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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

The Importance of Play

September 9, 2016

In the usual post-Olympic sports news coverage there was the predictable commentary about over-commercialization of the Olympic movement and corruption of the Olympic ideal. Is this really what the Greeks intended?

Of course not.

But really, what do we do today that has any resemblance to what we intended a century ago when the “modern” Olympic movement was resurrected, much less to what was intended 27 centuries earlier when the ancient Olympics began?

But at least one thing with ancient Greek roots remains unchanged. It is this.

Plato, student of Socrates, mentor of Aristotle and founder of the “academy” in Athens during the heyday of the ancient OIympics, wrote that more can be learned about a person in an hour of play than a year of conversation.

That has not changed.

And that is one very important of very many reasons why play of a competitive nature – not mere recreation – matters, just as much today as 28 centuries ago. In fact, in this “modern” world of nonstop electronic conversation, the hour of physical engagement between people may be our most revealing communication.