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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

Bubble Wrap

October 28, 2014

We must do everything we can do to minimize serious injuries in school sports; but because the benefits of school sports participation are so universal and serious injuries so unusual, we should accompany our continuing campaigns for safety with constant appeals for common sense.

It is a compliment to school sports that each and every one of the very rare number of school sports-related deaths carries with it great sorrow and scrutiny. Nationwide there are so few tragedies that schools treat all of them with tenderness; and we try to learn from each of them how to have fewer of them.

But the attention we give to increased safety should not outshout the safety record we already have in school sports, especially compared to activities that lead to far more deaths with far less attention. For example, each year . . .

  • 20 skateboarding deaths;
  • 40 skiing deaths;
  • 400 youth drownings; and
  • 700 bicycling deaths.

Compared to school sports, these numbers are epidemics; and compared to school sports, these epidemics are ignored.

Our world is not bubble wrapped, nor should it be. School sports is not 100 percent injury-free, nor can it be. We should work to make school sports still safer, and work almost as hard to explain how safe school sports already is.