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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

Sportsmanship To Citizenship

March 18, 2016

Given the current presidential campaign, what does it really mean to be “politically correct” these days?

Earlier this winter, almost everybody badly overreacted when a neighboring high school athletic association dared to describe cheers that should be avoided in school sports. Their efforts to maintain a positive and educational environment in school sports in that state were praiseworthy, no matter how unfairly persecuted that association was.

More recently, from another neighboring state, word has reached us of spectator cheers that are routinely hostile and sometimes racially charged. Combining this news with the daily barrage of uncivil campaign rhetoric reminded me that efforts to guide spectators toward greater civility are not only praiseworthy; they have never been more necessary.

I have often maintained that good sportsmanship is a precursor to good citizenship; and that we can predict the quality of citizenship in our nation by the standards of sportsmanship in our schools. One of the many ways we can return civility to politics is to insist upon improved sportsmanship in athletics ... even if it seems old fashioned, out of date or politically incorrect.