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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

Silence is Golden

July 2, 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 Oct. 22, 2010.

A minor repair to a vocal cord forced me into 48 hours of silence recently.  I rather enjoyed it and, frankly, was a little sorry to see it end.

You see, when you can’t talk, you’re forced to listen; and when you can’t talk, you’re more inclined to think.  Not “think before you speak,” just think.

I’ll spare you the time spent counting my many blessings, as well as the time worrying about a few family matters. But I’ll share with you some thoughts I had about our common ground, that is, school-sponsored sports in Michigan.

I believe the future of school sports hangs in the balance of how we respond to the financial pressures local programs now experience.  It worries me that too many responses are putting local programs on a course that will fundamentally and forever knock school sports off the course of educational athletics.

  • We are mistaken if we believe a $225 participation fee to play JV tennis doesn’t change the nature of JV tennis.
  • We are mistaken if we believe that a competitive athletic program, with high emotion and risk of injury, can be administered by inexperienced or part-time athletic administrators without clerical and event supervision assistance.
  • We are mistaken if we believe that we can operate educational athletics without our coaches involved in ongoing education regarding the best practices of working with adolescents.

It isn’t educational athletics if the program does not promote broad and deep participation and does not have expert leadership and coaching.

 That is what I thought about.  And what I intend to speak about.