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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 MHSAA Model

December 30, 2015

At the conclusion of every school sports season – fall, winter and spring – I sign stacks of checks to MHSAA member schools for their hosting of or participation in MHSAA season-ending tournaments. Some are very small checks, some are very large amounts, and none is quite enough.

Each time I perform this task, I am reminded how differently school sports operates in Michigan compared to non-school sports.

Unlike most non-school organizations, the MHSAA does not require teams to pay membership dues.

Unlike most non-school organizations, the MHSAA does not require entry fees to its postseason tournaments.

Unlike most non-school organizations, we try to reimburse tournament hosts and participating teams for at least a portion of their necessary tournament expenses.

Parents may shell out hundreds and even thousands of dollars for their children to join non-school teams and to enter non-school events; but that’s not the MHSAA model.