Logo

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

Raising Expectations for Preparedness

February 15, 2013

Over the next four years we will be exploring for and implementing what we hope are both effective and practical means of raising expectations for coaches preparedness.  Three avenues are on our map at this time:

First, it is proposed that by school year 2014-15, all MHSAA member high schools will be required to certify that all assistant and subvarsity coaches at the high school level complete the same online rules meeting (with health and safety component) that is required of head coaches or they must complete one of the free online sports safety courses posted on or linked to MHSAA.com.

Second, it is proposed that by 2015-16, MHSAA member high schools will be required to certify that all of their varsity head coaches have a valid CPR certification prior to their second year of coaching at any MHSAA member school.

Third, it is proposed that by 2016-17, all varsity head coaches of MHSAA member high school teams have completed either Level 1 or Level 2 of the MHSAA Coaches Advancement Program prior to their third year of coaching at any MHSAA member high school.  The MHSAA is preparing to subsidize some of the course cost for every coach who completes Level 1 or 2.

Together, these changes will move Michigan from one of the states of fewest coaching requirements to a position consistent with the “best practices” for minimizing risk in school sports and providing students a healthy experience.

 The MHSAA Representative Council has not yet scheduled a vote on these proposals.