Logo

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

Projects That Matter

December 1, 2015

The white board that confronts me every day in my office lists a lot of things I’d like the MHSAA to get done. Our challenge is to choose to do those projects that are large enough to matter, yet small enough to accomplish.

Step by step, we have attempted, for example, new goals for coaches education and new initiatives for concussion care, as well as new means of communicating the message of educational athletics which I have discussed less as I’ve addressed the other projects more in recent months.

Managing the message of school-sponsored, student-centered sports in the midst of a constant blizzard of communications from youth, college and professional sports, is as important as anything we do.

We are particularly pleased with “This Week in High School Sports” which John Johnson prepares and Second Half by MHSAA which Geoff Kimmerly manages. Positive news reflecting the purpose and values of educational athletics in Michigan. These projects matter.