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
Software Development
August 8, 2014
In his book The Sports Gene, author David Epstein causes the reader to think about athletic performance as software more than hardware; and I believe this is even more important for us to consider in educational athletics.
In school sports, at least in most situations, we still believe that opportunity is for everybody, regardless of gene pool or body type. High school sports teams often have an eclectic mix-and-match look that defies each sport’s stereotype on other levels.
In school sports, coaches don’t select and sculpt the body type as much as welcome what comes to them and work to develop skills to overcome inherent shortcomings.
In school sports, we focus on the software more than the hardware on other levels as well.
We are concerned with character development more than physical development, on principles more than physiques. It’s the operating system we focus on, much more than the hardware.
We also judge success differently – more on intangibles than tangibles, more on heart and mind than trophies and medals.