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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

The Sports Officiating Challenge

July 30, 2013

Last Saturday, the MHSAA hosted the largest gathering of sports officials ever assembled in this state at one time and place: 1,248 under the same roof. 

The occasion was “Officiate Michigan Day” that preceded the 31st Sports Officiating Summit conducted by the National Association of Sports Officials (NASO) in Grand Rapids. The summit began Sunday and concludes this evening in Grand Rapids.

On Sunday afternoon, nearly 300 of Michigan’s officiating leaders – local association officials and trainers and registered assignors – went through three hours of training which the MHSAA requires face to face every other year.

All this comes at a challenging time for our officiating program which is most dramatically demonstrated by this fact:  the number of MHSAA registered officials has declined by 1,895 - 17.5 percent – over the past four years!

We know of course that our registration totals were temporarily inflated by two outside factors after 2007. First, after the court-ordered change in sports seasons for girls basketball and volleyball, the MHSAA allowed officials to add those sports to their registration free of charge in 2007-08 through 2010-11. And second, as is always the case, the recession pushed many new people into officiating; but again, just temporarily – we’ve lost many of them as the economy has slowly improved.

I do believe the MHSAA and its member schools and the local officials associations that serve school sports are up to the challenge we face. The same community that just rallied to provide record attendance in Grand Rapids has the ability to reverse the trend that could weaken school-based sports:  fewer officials.

We will get there with three E’s:  (1) encouraging officials; (2) equipping officials; and, most of all, (3) providing officials an environment in which to thrive – that’s one that is safe, sane and sportsmanlike.

I’ll have more to say on all three E’s over the course of the next few months. In the meantime, I invite you to learn more about officiating in Michigan here at MHSAA.com. 

Officate Michigan Day Recap: Photo Gallery | Story