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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

A Triple Play for Coaches

May 28, 2013

The following resolution was adopted by the Delegate Assembly of the Michigan Association of School Boards last November:

“The Michigan Association of School Boards urges all local school boards to:

“(a) Employ qualified persons as coaches of interscholastic teams.

“(b) Provide in-service training for all coaches, including training in first aid, current CPR certification, proper athletic conditioning, recognition of athletic injuries, recognition of the use of performance enhancing drugs, and the proper way to deal with hazing within the athletic programs of a school.  Much of this training is available through MHSAA’s Coaches Advancement Program (CAP).

“(c) Require supervision and evaluation of coaches.

“(d) Make coaches aware of pertinent school policies, rules and regulations and require compliance.

“(e) Encourage coaches to follow the athletic code for coaches in the MHSAA Handbook and include information regarding NCAA eligibility guidelines and requirements.”

During the 2013-14 school year, the MHSAA Representative Council will vote on two proposals that are consistent with this resolution:

  • In December, the Council will consider this enhancement to coaches preparation:

By 2015-16, MHSAA member high schools will be required to certify by the designated deadlines that all of their varsity head coaches of high school have a valid (current) CPR certification.  Inclusion of AED training is a recommended part of the CPR certification process.

  • In March, the Council will consider this enhancement to coaches preparation:

By 2016-17, all individuals hired for the first time as a varsity head coach of a high school team, to begin those coaching duties on or after July 1, 2016, must have completed Level 1 or Level 2 of CAP.

These two measures join the following that the Council approved on May 5:

By 2014-15, high schools must attest prior to established deadlines that all assistant and subvarsity coaches at the high school level have completed annually the same MHSAA rules meeting required of all varsity head coaches or, in the alternative, one of the free online sports safety courses posted on or linked from MHSAA.com and designated to fulfill this requirement.