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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

Dad's Day

April 23, 2012

Today is my father’s 92nd birthday.

Until my wife replaced Dad as my best friend, he doubled as both my best friend and father.

Dad has been inducted into 13 halls of fame nationally, and in Iowa where he was a two-time undefeated state high school wrestling champion, and in Wisconsin where he was a two-time Big Ten wrestling champion for the Badgers before a stellar career as high school and college coach, especially in football and wrestling.  All that before his 29½ year tenure as executive director of the Wisconsin Interscholastic Athletic Association.

For two decades Dad chaired the national high school wrestling rules committee, and he traveled nationwide to conduct wrestling rules meetings for coaches and officials in states where local expertise in the sport had not yet developed.  It is not a stretch to call him the father of high school wrestling.  Certainly no person had greater influence than he during the sport’s formative years on the high school level.

And no person had more influence over my formative years.

So it is becoming increasingly painful to observe my father falter, as all people do who live as long as he has. Simple tasks require an increasing amount of assistance; significant talks fill a decreasing amount of our time. It is agonizing to one who has adored him.

When Dad served the WIAA, his sharp mind and strong voice would make him a top choice to address the toughest topics at National Federation meetings.  He received the National Federation’s Award of Merit and is a member of its Hall of Fame.

But perhaps the most meaningful memory I have of Dad’s professional life occurred at his retirement event in late 1985 when the person representing the state’s coaches said this:  “John.  We may not have agreed with your every decision, but we never once questioned your motives.”  There can be no higher praise.