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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

One More Call

November 23, 2011

This blog continues with lessons learned on my highly motivating but sometimes hot seat at the MHSAA.  It’s Lesson No. 4:  Make one more call.

Not 100 percent of the time, but well over 50 percent of the time, if I had made one more call before making or communicating a tough decision, either the decision would have been different or, more often, the decision would have been received better.

Obviously there are limits to this. There always could be one more call.  But it has become a “Roberts Rule of Order” anyway to make one more call. For I can trace an inordinate percentage of wrong decisions, or bad reactions to correct decisions, to not making one more call.

More often than not on difficult decisions, I work in tandem with other MHSAA staff and especially Associate Director Tom Rashid who now routinely makes that one more call. It has improved both our decisions and communications.