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
On Purpose
December 5, 2014
There is a difference between solving problems and creating a future.
Of course, we must solve problems. But it is imperative that we do so in terms of the future we want and are willing to work for.
Therefore, we need to address every day and every decision it presents by thinking how our actions today will make tomorrow different, and how tomorrow’s difference moves us toward the future we envision.
As individual persons, as husbands and wives, as fathers and mothers, as employers and employees, as administrators and coaches and student-athletes, what do we want our future to be like, and how does each decision and action enhance the possibilities for that outcome?
Answering those questions, and acting on those answers ... well, that’s living a purposeful life.