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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

Standards Promote Value

October 29, 2012

I can’t speak for every state, but it is probably true for most states, that (1) no school is required to provide a program of interscholastic activities – such are not curricular activities; and (2) participation in voluntary interscholastic competitive activities is a privilege offered to those who meet standards of eligibility and conduct of the school and standards of ability for the activity involved.

It is not a liability but an asset of competitive interscholastic activities that they are not co-curricular, but extracurricular – voluntary programs with extra standards, extra requirements, extra expectations.

We don’t need to sell the public on the value of participation; they desperately want their children to participate, and they will even sue us for the opportunity.  What we have to do is sell the public on the value of the standards we maintain for participation.

Much of the value of school activities results from the standards of school activities.  Many of the benefits of school activities accrue from the requirements of school activities.  Raise the bar, raise the value.  Lower the bar, lower the value.

Activities are much less capable of doing good things for kids and good things for schools and their communities where there are lower standards of eligibility and conduct.  It’s the difference between interscholastic and intramural, between tough and easy.  It is because schools have raised the bar for interscholastic activities that these programs have value to students, schools and communities.