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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

Best Practices

April 10, 2012

For decades, football has had the greatest participation among high school sports.  In recent years it’s become the greatest spectator sport as well. Today, MHSAA Football Playoff revenue exceeds that of Boys and Girls Basketball Tournaments combined. And if I ever want to generate comments to a blog, all I have to do is mention football.

I can write either the most inspired or inane words about most topics, and not generate a comment.  But mention “football,” and opinions come fast and usually furious.

So it was with my eyes wide open that I challenged some “sacred cows” in my posting of March 20, questioned some of the standard operating procedures of high school football practice, and predicted that we will soon be making some changes in the sport I played through four years of college and coached in high school and to which I owe more of my character development than any other sport.  I knew some readers would call me out of date and out of touch, knowing nothing of my past or my passion.

I knew some readers would challenge any comparison made with college and professional players, asserting that older players need fewer practices with less contact because they already have the skills and techniques of blocking and tackling.  However, they miss the fact that it is the younger and still growing body that needs more care and caution, not less.  Less hitting, not more.  More heat and humidity acclimatization, not less.

I knew some readers would complain about diminishing time to develop young players, overlooking the proliferation of camps, clinics, combines, 7-on-7 leagues and the like which have improved skills and conditioning for many athletes prior to the official start of practice.  If that were not true or if we would dial down the out-of-season demands, then I might not join the amassing advocates for reduced in-season practice demands.  But sadly, it is true; coaches already have these kids year-round.
 
On the same day that I posted predictions of changes for football practice policies in Michigan, including more days before pads and fewer days with double sessions, the Georgia High School Association adopted policies that did just that, requiring five days of practice before the first with full pads and prohibiting two-a-day practices on consecutive days.

Such changes reflect the growing body of evidence regarding “best practices” for high school football, including the recommendations of the American Academy of Pediatrics, the Centers for Disease Control and Prevention, and the National Federation of State High School Associations.  This train has left the station; and Michigan should be an early stop, an early adopter of practice policies modifications.  We put our players, coaches and selves in peril if we ignore the evidence.

I’m embarrassed to say that for too long I avoided this topic because I knew it would bring ridicule.  Then recently, a young but experienced head football coach told me that these are the kinds of changes that football needs.  Needs to keep the game attractive to kids; and needs to keep the game safe for kids.