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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

Official Feedback

June 10, 2014

We receive much unsolicited comment about the performances of officials and the conduct of spectators. Here’s some of what the MHSAA does to actively solicit input from its key constituents.

Since 1956, the MHSAA has required member schools to provide numerical ratings of officials who work their contests. Since 1998, the system has also allowed schools to cite particular areas of perceived weakness; and doing so is required whenever a school provides a rating of “5” (worst) on the 1-to-5 scale.

There are many deficiencies in a system like this, including that it sometimes means that coaches or administrators are doing the rating, and some of them have never officiated and may not know the rules and mechanics as well as the officials. The rating can also be affected by whether the school won or lost.

Nevertheless, the system has value, not as a true evaluation of an official’s performance for any particular contest, but – when the ratings of all schools are combined over a three-year average – as a number that the official can use to understand his or her abilities relative to all other officials. And it’s a number the MHSAA can use, along with recommendations of local officials associations and assigners, when considering assignments to various levels of MHSAA tournaments.

It is also noteworthy that for 25 years, the MHSAA has used a reporting form allowed in some cases and required in others, whereby officials report unusual events to the MHSAA office immediately after contests. During a typical fall season, about 300 such reports will be filed; about 250 each winter season; about 200 each spring season. Any school which receives three or more negative reports over three seasons receives a letter of concern from the MHSAA and the school’s name is published in benchmarks; and any school that receives no such reports over three seasons receives a letter of praise.

In 2008-09, the MHSAA also began a program whereby officials could rate school sportsmanship. During the winter season of 2013-14, there were approximately 4,000 reports filed, including 2,400 in basketball. The Basketball Coaches Association of Michigan honors the best 100 schools where BCAM members are coaching.