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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

Fixing Schools

August 16, 2013

Our fall sports have begun and, as usual, our good coaches are focusing on fundamentals during these early weeks of practice and play, especially if they are trying to bounce back from some losing seasons. Meanwhile, I’ve been thinking about the fundamentals for fixing schools themselves.

If we really would get serious about a comeback season, we would . . .

  1. Equip the best teachers to work in the worst places.
  2. Provide the highest pay to the teachers working in the lowest grades.
  3. Emphasize   teachers more than technology,
                          pre-Kindergarten more than college prep, and
                          smaller more than larger.
  4. Encourage   fight over flight,
                          tutors over transfers,
                          school improvement over school choice, and
                          investment over vouchers.
  5. And, for Pete’s sake, we would allow public schools to start classes as early as they see fit, even next Monday, not two weeks and a day later as state law mandates. Longer is better than shorter.

And sooner is better than later for putting these fundamentals into our game plan for education.