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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

New Legacies

September 30, 2015

For nearly two dozen years, the MHSAA has conducted its “Legacy” program through which high school students are welcomed into high school sports officiating and mentored by approved MHSAA officials. This has given these students a jump start in officiating and in life. For example ...

  • Zach Kemp and Aaron Wieber, both honored as legacy officials in 1992, are now NCAA officials in football and basketball, respectively.
  • Brent Sorg, 1993, is now the soccer coach at Williamston High School and a former MLS soccer official.
  • Dan Carmichael, also 1993, has worked MHSAA Finals in both basketball and football.
  • Bill Parker, 1994, has umpired both Minor League baseball and MHSAA Baseball Finals.
  • Carmen Kennedy, also 1994, is principal at St. Clair Shores South Lake High School and serves on the MHSAA Representative Council.
  • Matt McDermott, 1995, has officiated MHSAA Finals in both football and basketball, and has been a longtime NCAA basketball official.
  • Ryan Negoshian, also 1995, has officiated MHSAA Softball Finals.
  • Jeremy Valentine, 1998, has worked the MHSAA Football Finals and an NCAA Division II National Championship game.
  • Jon Studley, 1999, is now athletic director at Caro High School.
  • Nathan Taylor, 2000, has worked MHSAA Finals in both football and basketball.
  • Sara Tisdale, also 2000, worked MHSAA Finals in volleyball and she’s now a college lacrosse coach.

That’s just a dozen examples from the Legacy program’s first decade, making a difference in Michigan schools and sports. Adding to the pleasure of living in Michigan and loving school sports.