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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

“Who Needs This?”

May 24, 2013

One of the best barometers we have for informing us of the health of Michigan’s economy is to examine the number of registrations to be an MHSAA official.  When the economy is poor, registrations trend upward; when the economy is improving, registrations decline.

Well, business must be booming in Michigan!  Since the 2007-08 school year we’ve fallen almost 2,000 registrations.

Some of this decline can be explained away by the fact that registrations spiked upward when we allowed some free registrations in volleyball and basketball following the 2007 court-ordered changes in the girls volleyball and basketball seasons.  But most of the recent decline – certainly the 1,000 decline of the past two years – is unrelated to discontinuing those promotional efforts; and it’s unrelated to a very reluctant resurgence in Michigan’s economy.

What is at work here now are two newer forces that frustrate efforts to maintain a pool of officials that is adequate to handle all the contests of a broad and deep interscholastic athletic program, and to handle those contests well:

  • The first is the rise of social media and “instant criticism.”  Spectators not only can critique calls before the official gets home from the game, those spectators can do so during the game.  Their biased comments – and photos – can go worldwide before the official has left the venue!  Really, who needs this?  There have got to be less stressful hobbies.
  • The second factor is the increased dependence on assigners.  As local school athletic directors’ jobs became larger and more complicated, and as they were often given less time to do those jobs, more have had to turn to local assigners who will hire contest officials for groups of schools in one or more sports.  As assigners built their little kingdoms, new officials have found it harder to break in and obtain a rewarding number of assignments.  Many officials who have found themselves out of sorts with a local assigner have said, “Really, who needs this?”  They find more fulfilling ways to spend their time.

The fact is that school-based sports – educational athletics – needs officials.  We need them.

We need more officials and we especially need more young officials.  Officials are vital members of the team that is necessary to provide a school-based sports program that actually does what it says it does – and that is to teach life lessons, including fair play and sportsmanship.

 (Find out more about MHSAA officiating)