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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

Adversity

January 25, 2012

It’s been said that adversity causes some people to break and others to break records.

Author Keith McFarland spent seven years studying the performance of 7,000 companies, after which he made this pronouncement:  “The top performers had one thing in common.  Each went through a period of pronounced difficulty – often serious enough to threaten the firm’s existence.”

McFarland continued in The Breakthrough Company:  “Great companies, I discovered, arise not from the absence of difficulty but from its vortex,” its whirly mass.

The key during tough times, according to McFarland, is not to focus on survival, but instead to ask fundamental questions, to face facts that might have gone overlooked in more prosperous times, and to identify and integrate the new knowledge and insights that adversity can bring.

Schools and school sports, today in the vortex of adversity, may actually do more than merely survive our present difficulties if we too examine obstacles and opportunities previously overlooked, and then make positive use of the lessons that sometimes only adversity can bring.

A Scottish author of the 19th century with the optimistic name Samuel Smiles wrote:  “The very greatest things – great thoughts, discoveries, inventions – have usually been nurtured in hardship, often pondered over in sorrow, and at length established with difficulty.”