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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

Newcomer Wisdom

November 20, 2012

A group I work with in my spare time, the Refugee Development Center, sponsored a team in a local youth soccer league.  Appropriately, the team’s nickname is “Newcomers.”

It took the team most of the season to score a goal; and it was in its final game of the season that the team earned its first victory.

After one game, I was enlisted to transport three players to their residences.  All three were Napali.  I used this time to ask their opinions about the education they were receiving in the local public school.

They had no objection to the content of the courses, but criticized the conduct of their classmates.  They cited a lack of respect for teachers, and a lack of discipline.  They had experienced the discipline of the stick in their homeland, and believed it would be helpful to classrooms in the US.

These young newcomers also noted that their instructional day in Nepal was almost two hours longer, plus they were in school a half-day on Saturdays.

From this conversation I was once again impressed that much of what has been done in attempts to improve public education has overlooked the obvious:  stronger discipline and longer days.  Most of what we do in US public education is the envy of the world.  What people from other countries wonder about is the lack of discipline and time on task. 

Empowering and supporting teachers’ discipline and increasing the length of the school day and year are not sexy solutions to what ails public education.  They are just simpler answers mostly overlooked.