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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

Four Thrusts for Four Years

February 12, 2013

“Four thrusts for four years.” That’s the phrase we’re using to keep us focused and, we hope, effective in addressing some of the most pressing health and safety issues of school sports. The four emphases are:

  • Require more initial and ongoing sports safety training for more coaches.
  • Implement heat and humidity management policies at all schools for all sports.
  • Revise practice policies generally, but especially for early in the fall season.
  • Modify game rules to reduce the frequency of the most dangerous play situations, and to reduce head trauma.

Each of these thrusts will be briefly addressed in my next four postings, and we will use the breadth and depth of our constituency to search for best practices and earn their approval throughout our rank and file. There will be many requests for the MHSAA to do other health and safety related things; but we believe if we keep the focus on these four thrusts for four years, we can do the most good most quickly for the most students

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