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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

Reality Check

July 29, 2016

In Garrison Keillor’s fictional Lake Wobegon, Minnesota, “all the children are above average.” The greater fiction is that most parents believe their children are way above average, especially when it comes to sports. On that topic most parents are badly in need of a reality check.

A colleague at the MHSAA showed me a letter from the CEO of the Amateur Athletic Union to my colleague’s eight-year-old daughter announcing that she had been selected for a national publication that would identify the brightest future stars of women’s basketball, for a fee of course. A scam certainly; but how many other people might be taken in by this, or contribute to it “just in case” because they wouldn’t want to do anything to discourage their child’s ascension to stardom?

The MHSAA’s Task Force on Multi-Sport Participation has identified delusional parents as one of the greatest contributors to athletic specialization that is too early and intense, forcing some children out of sports too soon and leading them toward a life of inactivity and obesity, while leading the chosen youth toward overuse injuries that can be equally damaging to adult fitness.

This task force is developing strategies to help inform parents of elementary children that their children will almost certainly not participate in either college or professional sports but, with adequate attention to physical fitness, nutrition and sports sampling, most children can be involved in interscholastic athletics and remain active and fit for life after high school.

Among several task force strategies are a “Reality Check” video for parent meetings and printed pieces on “What Parents Should Know” with units by medical personnel, physical educators and coaches.

These efforts won’t change the world. They are, however, a small part of what we can do, have an obligation to do and will do to promote the health and safety of this and the next generation of young people.