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
“How” Matters More
March 4, 2014
“It’s not whether you win or lose; it’s how you play the game.” We’ve all heard that bromide, especially when we were just starting out as young athletes.
Well, it does matter who wins. Any time a score is kept, the result of the competition matters to people. And there is very much that is very good about trying to win – giving one’s best effort to prepare for and execute a victory. Trying to win is much better than not trying to win. Sloppy effort does not benefit the participants, or anybody else for that matter.
And this unveils the deeper truth of that tiresome platitude: how you play the game is more important than who wins the game.
One of many events that proves this point to me is a football game played late in the season nearly two decades ago. A team from the east side of our state played against a team from the west side. I don’t remember the final score. I don’t remember which team won the game. But I do remember that there was an ugly incident at the end of the game.
How that game was played in its closing moments has stayed with me for longer than who was victorious.