Logo

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

A Leading Official

July 29, 2014

For more than a decade, Mark Uyl has been the MHSAA’s leader of service and support to officials. Mark’s calm demeanor and subtle sense of humor have much to do with his successful leadership of what we sometimes call “the complaint department;” but because he has been both, Mark has a good feel for and the respect of both school administrators and officials.

Since joining the MHSAA staff in January of 2004, Mark has continued to referee college football and baseball. Last month Mark worked the NCAA College World Series in Omaha which had been a long-time goal for this still very young man.

This week Mark ascends to chair of the board of directors of the National Association of Sports Officials (NASO).

It’s clear that Mark has as fine a reputation nationwide as he enjoys here in his home state.