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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

Long-Term Investment

January 25, 2012

Many homes have just removed the decorations from their holiday trees and removed the bare, brittle tree from their house. This has caused me to reflect on a drive last fall through many miles of tree farms, observing some trees ready for harvest but many more trees that were many years away from cutting.

During that drive I thought about the character of those who had planted the trees.  This is not like many crops which are planted in spring and provide a return on the investment by fall.  One who plants trees knows the harvest is many years of growth and pruning away. That return on investment could be a decade or two of toil down the road.

As I questioned how these farmers could wait so long, I began to marvel at the optimistic, patient spirit they must have.  Their hope and persistence.  Their assurance that the time and money invested now will be rewarded later.

This humbling internal dialogue caused me to think of dedicated teachers, coaches and administrators who, metaphorically, are planting some trees and pruning others each and every school year, knowing they may never personally see the results.  But having confidence that, in time, there will be a return on the investment they and their communities have made in our young people.