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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

Advancing CPR

November 24, 2015

This fall was the first for the requirement that all high school varsity head coaches have current certification in CPR.

If a coach was not CPR certified by the deadline (which was Sept. 17), that coach could not coach at or even be present at the MHSAA tournament where his/her team would be participating.

Only three of the MHSAA’s 750 member high schools failed to comply with that requirement. That’s progress.

But what we also hoped for was that schools which were not already doing so would use this new requirement as a means of providing or requiring CPR certification for assistant and subvarsity coaches as well. And it appears we’ve made some progress on this as well.

Of 640 responses received so far, 80 percent of schools arranged in-person CPR training for all high school varsity head coaches, and 67 percent included assistant and subvarsity coaches in this in-person training.

In the future, the MHSAA Representative Council will be considering refinements of the CPR requirement in order to increase the quantity of certified coaches and improve the quality of programs that are approved to fulfill the requirement. Continuing progress is imperative.