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 Follies
October 7, 2014
Notice reached the MHSAA office of a so-called “2014 Michigan Youth Football Classic” that invites youth league teams to “a great weekend of youth tackle football.” For $450 per team, youth football teams will bang bodies for two days – Nov. 8 and 9 – with each team guaranteed at least three games. Three!
No level of football but this – for the youngest players who have the most vulnerable skulls – allows the idiocy of three games in a weekend. Most limit competition to a maximum of one game in a week!
In my opinion, this isn’t a football classic. It’s child abuse.
I wish the foolishness would stop there, but even an organization called USA Football seems to have lost its head. Initially and mostly with funding from the NFL, USA Football was focused on teaching youth football coaches and players safe blocking and tackling techniques. Good.
But now this pseudo-national governing body for amateur football is planning events for various age groups that will extend tackle football practices and games throughout what used to be an off-season. Multiple competitions in tackle football are scheduled for high school age players in January, February and July of 2015.
At a time when professional, college, school and Pop Warner football are all reducing contact during practices in-season, USA Football wants to expand the contact experience out of season. It makes about as much sense as three games in a weekend.