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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

Hall of Fame Heritage

April 29, 2014

Here are two little known facts. The chair of the first-ever high school level swimming & diving rules committee was Allen W. Bush, the MHSAA’s second full-time executive director. And yours truly, the MHSAA’s fourth full-time executive director, was the editor of the committee’s first rule book published by the National Federation of State High School Associations (NFHS).

This connection to the sport of swimming & diving early in my career has caused me to keep track of some of the sport’s key personnel, including Dave Robertson (IL), Dennis McGinly (PA), Dick Hannula (WA) and Glenn Kaye (FL) who all served on the first NFHS committee and are now in the National Interscholastic Swimming Coaches Association (NISCA) Hall of Fame. 

Last month in Austin, Texas, NISCA inducted Ann Arbor-Pioneer’s legendary coach Dennis Hill into its Hall of Fame. Dennis coached boys swimming & diving for 45 years and girls swimming & diving for 38 years at Pioneer. He did so with both grace and great success, and it saddens me to learn that this gentleman has announced his well-deserved retirement.

Dennis was preceded into NISCA’s Hall of Fame by Michigan coaches G. Robert Mowerson (1975-Battle Creek), Willard Cooley (1980-Jackson), C. William Brandell (1984-Battle Creek-Lakeview), William Reaume (1988-Detroit-Denby), William Laury (1989-Detroit-Cody), Michael Lane (1998-Bloomfield Hills-Andover), and Richard Edwards (2010-Lansing-Eastern). 

It’s people like these who have made and maintained Michigan’s excellent reputation among school-based swimming & diving programs across the US, overcoming the early efforts of the first wet-behind-the-ears rule book editor.