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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

Football Scheduling

December 23, 2014

The major complaint about the MHSAA Football Playoffs is not that too few teams qualify or too many, or that a five-week playoff is too long or should become six weeks, or that some worthy teams miss out while some less worthy teams get in. No; most people find a five-week, 11-player tournament after a nine-game regular season is the best that our late start to fall classes and our early start to winter weather will allow us in Michigan.

Many people appreciate being able to complete our 14-week season in the warmth of Ford Field on the Friday and Saturday of Thanksgiving weekend. Most people think that nearly 45 percent of 11-player schools is a sufficient tournament field. Many people like the excitement that the six-win threshold creates for teams that had been eliminated earlier from league championships.

The most serious and legitimate complaint about the season-ending playoffs is the stress it has placed on conferences and the struggles many schools have in building nine-game regular-season schedules. Some critics want to mess with the Football Playoffs because of the mess they believe it makes for regular-season schedulers.

Having the MHSAA provide every school a nine-game regular season schedule of the most nearby teams of the most nearly equal enrollments would shift scheduling headaches from the local level to the MHSAA.

I’m not suggesting that this solution to local problems doesn’t create new, large headaches for the MHSAA. But in fact, that is the tradition of school sports: when an issue is large enough in scope and common enough among member schools, the state high school association is asked to be the problem-solver. That’s how we got transfer rules, defined sports seasons and competitive cheer tournaments, for example. Just about every policy and procedure and program of the MHSAA arises from a common local problem looking for a statewide solution. 

The 2014 Update Meeting Opinion Poll indicates that 70 percent of responding administrators do not favor the solution of the MHSAA making all schools’ regular-season varsity football schedules. Maybe the question should be narrowed to having the MHSAA complete member schools’ non-conference scheduling.

Meanwhile, we will keep watching as high school associations in other states move to statewide scheduling. For if scheduling is the problem, then scheduling itself needs to be the focus of the solution.