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
More Than A Myth
September 5, 2014
Without a sure sense of what the outcome should be, we are engaging school administrators and others in a year-long discussion of possible revisions in out-of-season coaching rules.
We know that we would like the outcome to be simpler rules that are easier to understand and enforce; and that we would like to permit coaches to spend more time with student-athletes out of season; and that we want none of this to make coaches feel like they must coach one sport year-round to be successful or make student-athletes feel like they must play a single sport year-round just to make the team.
If there is a policy that can accomplish the good that we hope for and avoid the bad that we fear, we haven’t yet found it or developed it.
There is a temptation to characterize the multi-sport athlete as an anachronism or myth of modern school sports. However, the multi-sport athlete remains the backbone of interscholastic athletic programs in Class C and D schools.
And the multi-sport athlete still appears to be the ideal athlete, regardless of school size. It is an instructive reminder, I think, that the Lansing State Journal named a three-sport star from Ithaca as its high school male athlete of the year for 2013-14, and it was a four-sport athlete from Eaton Rapids who was named the high school female athlete of the year.
Following my presentation to coaches, student-athletes and parents at Jonesville High School last month, a student approached me to offer thanks for our sponsoring bowling. Jonesville won the MHSAA’s 2014 Division 4 Boys Bowling championship; and the young man who thanked me participates in football, bowling and baseball for his school, representing in my mind the kind of student we should strive the hardest to serve as we develop, revisit and revise policies and programs.