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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

System Failure

October 19, 2012

Almost every week we learn of another college or professional athlete who has exploded in rage, abused a fan or friend, been busted or broken parole, been stopped for speeding or DUI.

Among very many reasons why, one of the greatest may be this: we taught them to behave this way . . . the system caused them to become this way.

Sometimes the positive character traits taught through high school sports are overwhelmed by the extravagant attention given to athletes by the media, college recruiters, ranking services, agents, promoters and sporting equipment/apparel companies. Good kids begin to believe the hype, thinking they're not only above the crowd, but above the law. They go from being self-confident, to self-centered, to self-serving. 

There are good reasons that, in school sports, we attempt to restrain the hype and deflect attention from individual to team. We could use some help at home and in the media.