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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 Curse of Cutting

July 22, 2016

The current cover story for the summer issue of a national magazine for coaches and athletic directors tries to make “The Case for Cuts.” The author, from a private school in New England, fails the task.

He argues, for example, that cutting kids can be beneficial because athletes who sit the bench build resentment and that “keeping kids can lose kids.” Not true for good coaches.

He flippantly says that other opportunities are available to kids who get cut. Not true in most places.

The calling of a coach in school-sponsored sports is not to make things easy for himself or herself and to make it hard for kids to find healthy peer groups. The calling of a coach of educational athletics is to reach, engage and motivate as many students as possible in learning life lessons and developing interests and skills for physical activity that will last a lifetime.

School sports is not “The Apprentice” where kids get fired for a poor tryout. School sports is more often a safety net to help young people get fired up for school and life.

Every student we can keep engaged in school sports is a future advocate for school sports, as are these student-athletes’ parents.

Every kid we cut, and his/her parents, will more likely become our critics. If the school sports program has no time for me, or for my son or daughter, then I’ll have no time for it – no time to attend events or volunteer, much less the inclination to donate funds or vote for tax increases.

Coaches who cut teams for their convenience today cut the connection with people who most want to be involved. As much as anything, this threatens the future of school-sponsored sports.

Occasionally, facility limitations may require great creativity or, as a last resort, cutting; but almost always for outdoor sports and generally for indoor sports, cutting is an avoidable curse – one that should be exorcised from educational athletics.