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
Not In School Sports
June 5, 2015
When those involved in high-profile major college sports offer advice to us in lower profile but perhaps higher principled school sports, we can quickly lose our patience.
Why, for example, would we ever listen to scheduling suggestions for high school basketball from the higher level that schedules games every day of the week, at any time of the week, anywhere on this continent or another?
These behaviors in major college basketball describe an athletic program that is orphaned from the academic mission of the colleges and universities to which they increasingly have become disconnected. We can’t let that happen to school sports.
Major college athletics is in an “arms war” of escalating costs for extravagant facilities and exorbitant coaches’ salaries. Blinded by their own ballooning budgets, college folks’ foolish suggestions for more frequent and distant high school games would increase the operational costs in the athletic departments of struggling and sometimes bankrupt school districts. We can’t let that happen in school sports.
Only when major college sports gets its house in much better order will any of its people earn the slightest right to suggest new policies and procedures for school sports. For now, much of what we see in high-profile college sports shows us what we should not do, not what we should do, in high school sports.