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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

My Best Man

January 15, 2013

Upon the death of my father last month, a sports writer from the Milwaukee Journal Sentinel, who was preparing a story on my father’s career as athlete, coach and Wisconsin Interscholastic Athletic Association executive director, asked for my insights about Dad and his impact on me.  I could have written a book, but here’s what I had space to say . . . just the right length for a blog:

“Dad served at a time before electronic media and online meetings when state high school association executive directors traveled their states doing rules meetings, thus building stronger relationships with coaches and officials than is common in our work today.  And in Dad's case, because he was THE expert in high school wrestling rules in the United States, Dad traveled the country presenting wrestling rules meetings in states where wrestling was an emerging high school sport.  It is not an exaggeration to say Dad was the ‘father of high school wrestling in America.’

“Dad and I worked together when he headed the WIAA and I was an assistant director at the National Federation of State High School Associations in the 1970s, allowing us to form an even closer bond in both our personal and professional lives than most fathers and sons enjoy.  In those days, when there was a particularly difficult speaking assignment at a national meeting on school sports, Dad would be one of the first people whose name came to mind to address that topic.  He was a forceful speaker; and I expect that my nationwide speaking trail owes a great debt to the many times as a youngster that I traveled with Dad when he gave sports banquet speeches.

“I'm told I idolized Dad when he coached, and know I admired him as a state association executive, and he was my closest male friend ever -- even ‘Best Man’ at my wedding.  He was a great model as a father, husband and leader.

“At his retirement dinner in December of 1985, a spokesperson on behalf of the state's coaches said:  ‘John, we didn't always agree with your decisions, but we never once doubted your motives.’   I can't think of a greater compliment for any man who worked so long in such a controversial line of work, which Dad loved so much.”