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
The Antidote
October 17, 2014
On average, according to the New York Times, the 32 National Football League teams have had 22 player arrests per team since 2000. And mounting.
This horrifying statistic doesn’t even include one team’s bounty-payment scheme to injure opposing players. It doesn’t include league-imposed suspensions for use of drugs.
So it doesn’t surprise me that the NFL’s corporate sponsors have begun to express concerns for their brand reputation. It’s only surprising that their concerns have been so slow in coming.
And it’s especially surprising that those who work at lower levels of sports don’t give up.
To the contrary, those who have devoted their lives to educational athletics demonstrate by their devotion to school-sponsored sports that they still believe – in spite of mounting evidence at major college and professional sports levels – that athletes can break records without having criminal records and that they can achieve championships without chemicals.
Coaches and administrators of school sports – my heroes – demonstrate daily by their continuing commitment of service to school sports that they still believe athletics can coexist with integrity and can nurture better character, not just crazy characters.
Under the radar, in communities across Michigan and the nation, school-based competitive athletic programs are doing good things for students, schools and society. This is the antidote for the cynicism creeping across the landscape of high-profile intercollegiate and professional sports.