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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

Making an Impact

September 11, 2012

Here’s a provocative statement by David Gergen, professor of public policy and director of the Center for Public Policy at Harvard’s Kennedy School of Government, and a frequent political analyst for CNN:  “The nonprofits making the greatest impacts these days are entrepreneurial, adaptive, outward-looking, and sometimes a little messy.”

I like that, and I think using these four features or criteria to evaluate the MHSAA now and in the mid-range future would be good for those we serve.

  • Are we entrepreneurial?  How could we be more so?

  • Are we adaptive?  Are we flexible in how we do things?

  • Are we outward-looking?  Are we impacting school sports broadly and deeply?  Does the impact have staying power?  Are schools better because of what we do?  Are communities stronger for our doing it?

  • Are we sometimes a little messy?

I suspect that if we are the first three – entrepreneurial, adaptive and outward-looking – then messiness is a natural byproduct.  There will be starts and stops, failures before successes, changes.  There will be disagreements and compromises.

I suspect that we will have to tolerate a little more messiness if we are to move forward, even faster than we have, and if we are to have impact, even greater than we have.