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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

Persuasion

April 13, 2012

“People are persuaded by relationships more than reasons.”

That’s the one statement I remember from a radio interview I was inattentively listening to during a recent long drive.  I don’t remember the topic, the speaker, the interviewer or the radio station; but that single statement soaked further into my soul as the miles passed by.

I began to think of many instances when I gave the benefit of the doubt to a person I knew well.  And the times when both sides of a debate had merit but I decided in favor of the source I knew better and trusted more.  Relationships.

I thought of my own failures to direct a change or defend the status quo because I depended solely on solid rationale and disregarded the biases and baggage of those I needed to influence.  When I didn’t take time to cultivate allies because I was so certain that the idea itself was powerful enough to carry the day.  When my confidence that “what was right” would ultimately prevail, but it did not.  Relationships.

Twice during the past four months we have seen a preview of how, more frequently in the future, people will attempt to influence decision making in school sports without building genuine relationships.  Once as a first strategy, and once as a last resort, a constituent of our state utilized the World Wide Web to generate support for a policy change.

In each case an online petition was initiated that generated, from across the nation and around the world, a large number of emails, many of which were vulgar, profane or ridiculous, triggering all email to the MHSAA through that website to be filtered as spam, never to be seen by the decision-makers.  This approach is the antithesis of effective persuasion.

No organization of substance should be swayed by bored souls surfing the web who, by mere chance, stumble across an issue and then ring in, without real knowledge of that issue, and no real stake in its outcome.