Logo

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

The Languages of Sports

August 6, 2013

Our state is enriched by the cultural diversity which has resulted from decades of families relocating from other countries to Michigan for the opportunities available here.

Often the children in these families are conversant in English, but their parents are less so. This is why, for example, the Refugee Development Center in Lansing not only provides ESL classes for students but also for parents; and why the RDC provides interpreters to accompany parents to school events such as parent-teacher conferences. The RDC currently serves refugees from 28 different countries.

Becoming increasingly sensitized to these dynamics, the MHSAA has recently begun a long process of providing certain of its documents in other languages than English. We’re going to focus on those documents that we provide to schools which parents would want to read to learn about what is being described to or required of their children with respect to interscholastic athletic participation.

The first such documents are the two-page and four-page preparticipation physical examination forms. And the first languages chosen for the service are Spanish, which is the most common non-English language spoken in the United States, and Arabic, which acknowledges that Michigan is home to the largest Arabic-speaking population in the US.

You will find these documents here.