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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

It’s Change, Not Status

January 5, 2016

When I see a professional sports team install a scoreboard that is more expensive than the total of the interscholastic athletic budgets of the two dozen high schools closest to that stadium, I gripe.

When I see a half-dozen medical professionals scamper out to attend to an injured college football player, and then watch a local high school junior varsity soccer game where no medical professional is present, I grieve.

But in spite of these dispiriting moments, I never wish that my life’s work had been at those higher levels. Long ago I was impressed by the statement that we should measure impact by change, not by status.

It is at the school sports level, much more than at so-called higher levels, that lives are changed. No glitz. No glamour. Just huge results, with limited resources.