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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 Multi-Sport Difference

July 26, 2016

If there was ever a poster child for what it means to be a high school athlete, recent Williamston High School graduate Renee Sturm might be the person to feature. She has said and done exactly what we would hope.

In an era when increasing numbers of high school athletes are graduating midway through their senior year in order to get an early start with the college teams that have recruited them, Renee is a breath of fresh air.

After four years of volleyball and basketball at Williamston High School, Renee just hadn’t had enough of the high school sports experience. So she joined the school’s girls soccer team this past spring.

Now bound for Ferris State University where she is scheduled to play only basketball, Renee had this to say to the Lansing State Journal about why she decided to play soccer to conclude her high school sports career: “I wanted to do something different because playing different sports helps me grow ... I was just hoping to come in and play some.”

She didn’t seek to star, but to play ... to be a part of a different sport and team and group of teammates who would help her develop as an athlete and person.

The richest school sports experience is found in multi-sport participation, both starring and subbing, both losing and winning. That’s what best prepares young people for life.

I suspect this young lady is ready.