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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

Hit Again

April 1, 2013

Education reform needs a Mulligan.  A do-over.  The opportunity to go back to “Go” and start over.  For example . . .

  • Back to a time before the attack on neighborhood schools closed those schools and contributed to neighborhood collapse and community disconnect.

  • Before suburban schools were allowed to prey on and profit from an urban school’s misfortunes.

  • Before large buses lumbered down narrow residential lanes to transport our littlest learners from the shadow of their local school to another across town, where all the other littlest students were gathered for more “cost-effective” education.

  • Before schools shuffled off low-achieving students to alternative schools in order to elevate their ranking on standardized test scores.

  • Before teachers based their lessons more on test preparation than learning.

  • Before education re-segregated through specialized charter schools with non-inclusive curricula.

  • Before public schools were barred from beginning their instructional days before Labor Day, or whenever their community thought it best for the education of its students.

  • Back to a time when pedagogy more than politics planned and delivered education.

 Let’s tee it up and hit again.