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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

One-Case Causes

August 27, 2013

One of the characteristics I look for in leaders is the ability and courage to ignore certain problems. To not get worked up about every little thing and even some bigger things. To stay focused on long-term goals and objectives in the midst of fad and frenzy. To distinguish the merely hot topics from the much more important topics.

“One-care causes” – projects or campaigns launched to address an isolated incident, even of high profile – can drain the resources and distract an organization from the larger and longer lasting issues that demand even more attention than we may be devoting to them.

We must not confuse one incident with a trend. We shouldn’t assume that an isolated situation demands an immediate solution, or that every single problem needs a top-down, systemic remedy.

Sometimes a problem – ineligibility, forfeit, unsportsmanlike act – really is limited to a particular student or school, or confined to a single coach, contest or community. And in those situations, leadership means leaving them alone and letting the matter be handled by people closer to those situations.