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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

The Good Old Days?

June 12, 2012

In the 1950s, high school football crowds were often larger than today, and schools’ quirky gyms were never more packed with partisans.  Local newspapers (more numerous then) and radio stations (far fewer then) never gave school sports a greater percentage of column inches or air time than in the 1950s.  Therefore, one might pick a school year in the mid 1950s as the peak of prominence for school sports in America. 

That would be true if you were a boy, and a boy who played one of the few sports sponsored by schools compared to the diverse offerings of 50 to 60 years later.  However, if you were a girl, and even for many boys, there wasn’t much in the way of school sports in which to participate in the so-called heyday, the “good old days,” of high school sports.

If we judge the effectiveness of school sports programs more on the basis of participation than game night attendance, then today’s programs – where many more students participate in a wider variety of activities – are a much healthier and much more educationally sound enterprise than five or six decades ago.  And actually, there are also more spectators today; they’re just dispersed over more venues, sports and levels of teams today than in the 1950s.

More students in a wider variety of sports, supported by more spectators.  By these measures, a better program today than existed a half-century ago.