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
Ready for Some Football
August 12, 2014
How seriously should we take public criticism of tackle football when that public promotes boxing or cage fighting? Or how seriously should we take public criticism of football played with helmets when that public allows motorcyclists to ride without any helmets at all?
This fickle if not hypocritical focus on football deserves to be exposed.
However, and more importantly, this does not reduce our obligation to rise above the obvious questions of fair and balanced criticism and keep pressing for a safer environment for schools’ most popular participation sport.
In Michigan this has led to new limitations on head-to-head contact in football practices that began for more than 600 high schools this week. Specifically, no team or individual may participate in more than one collision practice per day before the first game, and no more than two collision practices per week after the first game.
The new policies promote instruction in proper blocking and tackling technique. It is full speed head-to-head contact that is further reduced, not full speed shoulder contact with sleds, shields and dummies nor slow speed contact between players.
Last month, and perhaps two years too late to be helpful, the National Federation of State High School Associations hosted a high-profile, high-powered summit to discuss practice policies of the kind that we developed, debated and adopted during the past school year to be ready for this 2014 season.