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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

Middle School Membership

September 27, 2013

Of the approximately 2,000 schools serving 7th- and 8th-grade students in Michigan, according to the 2013 Michigan Education Directory that does not include home schools, only 731 are members of the Michigan High School Athletic Association. There are several reasons that explain this gap.

It is not a matter of cost. As with high schools, junior high/middle school membership is free. More likely reasons for the gap between the number of schools serving 7th- and 8th-graders and the number of those schools belonging to the MHSAA are these:

  1. The school district overlooks MHSAA membership. This is often the case when there is no high school connected to the junior high/middle school.
  2. The school district does not sponsor interscholastic athletics at the 7th- and 8th-grade level. At that level, sports are community run, so the school sees no need for MHSAA membership.
  3. The school district does sponsor 7th- and 8th-grade sports but does not want to follow MHSAA rules. And among the rules these school districts object to are these:

  • The limits on the number of contests . . . they’re too few; and/or

    The prohibition of 6th-graders on teams of 7th- and 8th-graders.

This third reason, and especially these two objections, are being reviewed throughout the MHSAA constituency again this year. And I’ll have more to say in our next three postings.