Logo

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

A Backhanded Compliment

April 17, 2012

A year ago this month I listened to the attorney for another statewide high school athletic association pose this question:  “Why is it that people quite readily accept inflexible age limitations over a broad spectrum of American life, including sports, but presuppose it is wrong for school sports?”

This attorney was in the middle of a controversy that more recently has visited the MHSAA:  an overage student seeking relief from a universally applied maximum age rule.  The speaker was perplexed and frustrated by the double standard.

Part of the reason for the double standard rests in the reality that people value the school sports experience so much more than other parts of life, including other sports experiences.  Because they want the opportunity to play, they resort to litigation in an attempt to create the right to play.

Another part of the reason school sports is challenged on an issue on which other programs get a free pass is that school sports has a centralized authority, close to home.  State high school associations are readily accessible targets, easier both to find and to fight with than most other entities with age restrictions.

And, of course, part of the reason for the double standard is the proximity of interscholastic athletics to academics – the former extracurricular, the latter curricular – the former a privilege for most teenagers, the latter a right of all citizens to age 26.

The reasons school sports are attacked on this issue while other entities are not are reasons really complimentary to school sports:  the program is popular, accessible and connected to education.  None of these features of school sports, or its age limitation, should change.