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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

Once A Coach

April 15, 2014

While I was doing some spring cleanup in the yard of my house a weekend ago, the legendary coach, Phil Booth, walked by with his wife. In response to his shout “Hi Jack!,” I replied “Hello Coach.”

Phil has been many things during his long life; and even now he is an accomplished painter. But as one of our state’s most winning high school baseball and football coaches while at Lansing Catholic Central High School before his retirement two decades ago, he is still “Coach” to me . . . as he is to very many other people.

Once a coach, always a coach.

At my father’s memorial service 15 months ago, several players from the high school and college teams he coached in the 1940s and 1950s paid their respects, still referring to Dad as “Coach.”

Once a coach, always a coach.

At the visitation and Mass for former MHSAA Associate Director Jerry Cvengros on April 7, many people referred to him as “Coach,” even though he had also been an English teacher, athletic director and principal. And in his eulogy for Jerry, the MHSAA’s current associate director, Tom Rashid, used the word “coach” at least 25 times, even though Jerry’s illustrious coaching career at Escanaba High School ended 30 years ago.

Once a coach, always a coach.

There are very many very important ingredients in educational athletics – students, officials, administrators, parents, media, and volunteers of all kinds – but the key ingredient always has been and still is the coach. The impact of the coach can be, and often is, deeper and longer lasting than all other contributing factors combined.