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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

Double Win Practice Policies

February 22, 2013

The MHSAA’s third health and safety thrust for the next four years focuses on practice rules, especially early in the fall season.

Here we will be especially interested in finding “double wins,” that is, policies that simultaneously enhance acclimatization and reduce head contact.

In football, for example, this could mean increasing the number of days without protective pads before the first practice in full pads.  Michigan requires three days, but there’s a trend toward four or five days in other states.

Football might also limit any day to a single practice in pads, following the lead of colleges and a growing number of state high school associations that are restricting two-a-day practices in pads on the same day or on consecutive days.

Both of these changes could make acclimatization more gradual and healthy, and reduce the occurrences for contact to the head:  two priorities as practice policies are reviewed and revised.

The MHSAA’s sport committees, sometimes with their work augmented by that of special task forces, are being charged with these responsibilities.