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
A Dedicated Downtime
November 7, 2014
Those who administer, coach or play school sports have become familiar with the phrase “downtime” to describe that period just before a season when coaches are not allowed to assemble players for activities that look too much like practice being conducted before the earliest practice of the season is allowed by rule.
In school sports, therefore, we often consider the downtime as a time to do less as teams – less than during the season, and even less than what is allowed teams during most of the offseason. If student-athletes are going to prepare for the upcoming season, they do so more as individuals than as organized teams during the brief preseason downtime.
In this we might look to the arts and literature for assistance; for it is in the downtime – the time away, on one’s own – that many artists, writers and other creative types have found their inspiration for excellence.
In Daily Rituals: How Artists Work, author Mason Currey describes the working habits of 160 creative thinkers. A common theme is the time these people demanded to be away from others to walk, sit and ponder. To wonder. To work through obstacles that seemed to be blocking their progress.
This is an imperfect analogy for student-athletes and school coaches, but it’s still instructive. In fact, a disconnected downtime – one without television, texting, tweeting and team drills, but with time and space to earnestly assess strengths and address weaknesses – might be central to an effective prescription for the upcoming season.