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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

Sportsmanship and Success in Soccer

August 16, 2012

Ralph Polson, president of the National Soccer Coaches Association of America (NSCAA), reports in the July/August 2012 Soccer Journal that there is a strong statistical link between sportsmanship and success in intercollegiate soccer.  He cites the work of Tim Lenahan, head men’s coach at Northwestern University, who compiled total fouls, yellow cards and red cards for the 2011 season to create a “Fair Play Rating” (FPR).

Polson reports that 12 of the 20 teams with the top FPR made the NCAA tournament, while only one of the teams in the bottom 20 did.  Of course, this is a statistical link, not necessarily cause and effect.  But here’s how Mr. Polson concludes his column:

“How should we interpret this data?  One direction is toward more disciplined teams.  It seems to me the more a culture of sportsmanship and fair play is established, the more likely any team is to demonstrate the consistency needed for success.  The data suggests those teams without entrenched standards, with respect to on-field behavior, should anticipate a higher likelihood of failure in today’s highly competitive environment.

“Play within the spirit of the game and more than just a win may be gained; play against the spirit of the game and much more than just a game may be lost.”

Dr. Brian Crossman, chair of the NSCAA Ethics Committee, contributes this to the discussion in the same issue of Soccer Journal:

“A five year study from 2007 to 2011 of almost 4,700 intercollegiate soccer matches in which only one player was red-carded during the match showed a strong likelihood that the player’s team would lose.  Teams that had one player red-carded lost 67 percent of the matches, tied 10 percent of the matches and won 23 percent of the matches.  In other words, a team that had a player red-carded at any time during the match was three times more likely to lose the match than win it.  Taking steps to encourage clean and fair play, and thus to reduce the likelihood of having players ejected, will pay dividends in sportsmanship and should improve your team’s won-loss record.”

For more, go to www.nscaa.com.