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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

Fundamentals vs. Fads

July 9, 2013

During the summer weeks, "From the Director" will bring to you some of our favorite entries from previous years. Today's blog first appeared Aug. 9, 2011.

While examining some ancient fabrics at the Viking Ship Museum in Oslo, Norway, my wife explained to me the “warp and weft” of weaving – how the vertical fibers are the warp and the horizontal fibers are the weft.

What intrigued me about the ancient remnants was that the vertical fibers of wool had survived the centuries so much better than the left-to-right-fibers of linen and silk. I was informed that the vertical fibers (the warp) gave the fabric its durability, while the horizontal fibers (the weft) provided the design. And the strength lasted long after the color had faded.

My vacationing mind then jumped quickly across the ocean and centuries to my working preoccupation with the essentials of school-based sports. I reflected on how certain principles on which educational athletics are based have withstood challenge after challenge over time, even as some of the earlier features of school sports have faded.

This travel memory will serve as a reminder to me to focus on the fundamentals – on those core values of school sports that are essential and allow us to claim that the programs are educational – and to worry less about the superficial features that will inevitably change with the trends and fads over the years. Determining which is which – distinguishing fundamentals from fads – is one of the challenges the leaders of school sports must face.