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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

Life Saving

January 22, 2013

Just prior to last month’s holidays, all MHSAA staff completed a refresher course in CPR and use of AEDs.

Next month – Feb. 4-8 – a consortium of governmental and non-governmental groups is planning and promoting “Michigan Schools CPR/AED Drill Week.”

Early intervention by calling 9-1-1 and the use of the most up-to-date CPR procedures and an AED are the critical factors to increase the chance of surviving cardiac arrest.

Plan now to use Feb. 4-8, 2013, as a focal point for extra attention to the simple steps that can help save the lives of our students, colleagues, friends and neighbors.  A helpful website is http://www.aeddrill.com.

Hopefully, this one week will be used to increase expectations that AED drills will occur with regularity – perhaps every semester – at every MHSAA member school.