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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

Shortsighted Reform

April 16, 2013

Our posting of March 29 (“Hit Again”), about the mistakes being made in the guise of reforming education, struck a nerve with readers.  And since then, writers with wider audiences have offered similar commentaries, including DeWayne Wickham writing for Gannett as his words appeared on LSJ.com on April 3, 2013:

“The fight against public school closings has become the new civil rights battle in this country – and rightfully so.  Faced with a billion dollar budget deficit, Chicago’s public school system is the most recent urban district to announce a massive closure of schools.  The city intends to shutter 61 elementary buildings, nearly all of them in black and Hispanic neighborhoods.

“That’s a penny-wise-and-pound-foolish decision that condemns the neighborhoods surrounding these soon-to-be-boarded-up schools to further decline.  ‘We have resources that are spread much too thin,’ Todd Babbitz, the chief transformation officer (no kidding that’s his title) of Chicago’s troubled school system, told the Chicago Tribune.  Over the next decade, school officials predict that these closings will save the school system $560 million.  But first the city will have to spend $233 million to move students into classrooms elsewhere.

“Even if the school closings actually produce savings, the damage they will produce to the neighborhoods left without public schools will be catastrophic.  While poverty and crime have decimated the population of many inner city neighborhoods, shutting down schools in those troubled areas will depopulate them even faster.  The result will be a growing expanse of urban wastelands that could well deepen the budget deficits of the cities that are closing public schools.

“Politicians and school officials must be challenged to justify their school closing decision beyond the deal making of Chicago’s City Council.  The U.S. Department of Education’s civil rights division is investigating complaints that claim the decisions of several urban school districts amount to a civil rights violation.  If the school closings don’t violate the letter of the law, they sure seem to trample upon its spirit.  For example, officials in Chicago and elsewhere should turn these school buildings into hubs for nonprofit organizations and other public services.  Why not use the empty space to house police substatations, public health clinics, recreation centers and a mayor’s station?

“School systems in Philadelphia, Washington, D.C., Detroit and Newark have announced plans to close public schools, and in every case blacks and Hispanics will bear the biggest burden of these cost-cutting measures.  These decisions signal an indifference to the damage such policy decisions will have on the neighborhoods.

“‘If we don’t make these changes, we haven’t lived up to our responsibility as adults to the children of the city of Chicago,’ Mayor Rahm Emanuel said.  That’s a pretty shortsighted analysis of a problem that will render large swaths of Chicago’s black and Hispanic neighborhoods uninhabitable education wastelands.”