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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

Risk Minimization Reaches More

May 9, 2014

Every season – fall, winter and spring – the MHSAA launches a series of sport-specific rules/risk management meetings, completion of  which has been a requirement for high school varsity head coaches and MHSAA registered officials who want to coach or officiate in the MHSAA tournament for that sport. Two significant changes will occur for the 2014-15 school year.

For the first time in 2014-15, all assistant and subvarsity high school coaches must complete the same meeting requirement as the high school varsity head coach or, in the alternative, they must complete one of seven free online health and safety courses that are posted on MHSAA.com and designated to fulfill this requirement. High school athletic directors must certify each season, three times a year, that all their assistant and subvarsity coaches for that season have completed that requirement.

Also, for the first time in 2014-15, the MHSAA will be posting content for officials that differs from the content for coaches. While coaches are being given a review of select Handbook regulations, for example, officials will be reminded of key elements of effective officiating, regardless of the sport or level of competition.

These new policies are intended to bring more relevant content to a greater number of those who work with student-athletes and to further emphasize risk minimization in educational athletics.

In 2013-14, slightly more than 20,000 coaches and officials completed the MHSAA rules/risk management meeting requirement. The number will greatly exceed 100,000 in 2014-15.