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

Tending a Small Garden

June 12, 2015

I offer this posting as an important qualifier to my previous posting.

Year after year I expanded the borders of my garden. And year after year the overall quality of the garden declined.

I didn't notice at first. I failed to see as I introduced new plants that some of the older plants were struggling, or that other plants were growing without shape or direction. I didn't see that some weeds were taking hold in the original space that was receiving less of my attention than the newer space.

I am unable to miss this metaphor for school sports.

When we try to grow interscholastic athletics too large, we risk becoming incapable of maintaining the essential beauty and purity of educational athletics. Certain programs grow out of control, other programs weaken. Influences are introduced, some of which can be aggressive enough to take over the whole enterprise.

Let international, professional, major college and even youth sports grow out of control. Ours is and must continue to be a small garden, tended closely and carefully.