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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

Don’t Look Back

November 23, 2011

In August of 1986, at the end of the one week of overlap between the previous MHSAA executive director, Vern Norris, and the start of my tenure, I found an envelope on my desk from Mr. Norris that read:  “No words of advice.  Just make your decisions and don’t look back.”  That’s Lesson No. 5 of six in this series of blogs.

In our work, time is of the essence.  We don’t have the luxury of long deliberations.  The next game may be today; the next round of the tournament tomorrow.

In our work, staff is limited.  We don’t have subpoena power.  We have few staff spread thinly over many responsibilities.

In our work, because it’s in a competitive arena, people are sometimes disingenuous.  Some have personal agendas, impure motives sometimes. They care who wins and loses; we don’t.

And most people have miserable memories.  I’m skeptical that people recall well the details of events; and people are even worse when recalling details of conversations.

So, in our work, we make one more call and then, with good intentions and reliance on rules, we get on with the decision and try not to look back.

It’s hard to do, but a good deal healthier if we can.