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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

Close Calls

November 22, 2011

The little slip of paper I removed from the fortune cookie read:  “Every important call is a close one.”  That notion may be more critically important in some aspects of life than others, but nowhere in the fun part of life is it any truer than competitive athletics.

Where the winning margin can be a fraction of a second or inch, observed by hundreds or even thousands of spectators, athletes, coaches and contest officials, we know this to be true:  the toughest decisions are the most critical, most defining of all.

School and school sports administrators learn that it is the closest calls – where evidence is least conclusive, opinions most divided or precedent lacking – that have the greatest effect on their school communities and their own careers.

It is at these times – close calls – that leaders show up.  That they speak up.  That they stand up.