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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

Only in Football

November 22, 2011

There was a time when even undefeated teams might not qualify for the MHSAA Football Playoffs. Eventually, the playoffs were expanded to eight divisions, each of 32 teams, assuring any team which could manage six wins was an automatic qualifier, and also that many teams with only five wins would qualify (20 five-win teams in 2011).

It was anticipated that this would allow good teams to schedule like-size, nearby opponents without fear of a loss or two.  But some observers now complain that mediocre teams won’t schedule certain nearby opponents because they fear a fourth loss that could keep them from certain postseason play. Long-standing league affiliations are being stressed by this mindset.

There are very smart, very sincere people who want the MHSAA to once again expand the playoffs to, they hope, eliminate these problems; but the MHSAA has already done its part to accommodate football’s “uniqueness.”  For example. . .

  • It is only in football that MHSAA tournaments have more than four classes and divisions. In football there are now eight divisions for the 11-player game, plus one division for the 8-player game.
  • It is only in football that MHSAA tournaments are longer than three weeks. In football, it takes five weeks to crown champions in those eight divisions for the 11-player game.
  • It is only in football where first-round tournament matchups can result in round-trip travel of 600, 700, 800 or more miles.

Proposals that would create even more extravagance – more 11-player divisions, more weeks of playoffs and more long trips – all because schools are reluctant to schedule nearby opponents during the regular season – are all proposals that should be sacked.