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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

Travel Football

July 15, 2016

The University of Michigan will host a high school football game on Sept. 2, 2016. That would not make news, except that the game is between two out-of-state high school teams.

The teams are from New Jersey and Maryland, likely chosen to assist the Wolverines’ recruiting efforts in those states, and to help them make more waves in the college football world. Both high school teams are private schools, and each comes with heavy baggage.

Some public schools in New Jersey have boycotted playing the New Jersey school in football; the Maryland school is not a member of the MHSAA’s counterpart association in that state. One school is flaunting the rules; the other school has no rules to follow.

That major college football has been in an uncontrolled spiral of excess is not news; but its insidious damage to high school sports is finally making headlines.

NCAA rules have recently been robbing schools of winter and spring sports athletes as college coaches entice high school seniors to graduate at the end of their seventh semester and start practicing football with their future college teammates several months early. We are grateful to see Big 12 Commissioner Bob Bowlsby question the practice of enrolling players before their scheduled high school graduation.

Now, NCAA rules appear to invite universities to select high school football teams from anywhere there’s a great prospect or two, and transport the teams across the U.S. to compete in a nearly empty stadium, save for recruiting “gurus,” athletic apparel reps and a few media. We are hoping to see some college sports leaders step up to question this practice.

All of this leads to the rich getting richer – on both the college and school levels. All of which induces another updraft to the spiral of excess in what are supposed to be education-based programs.