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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

Help Wanted

November 22, 2011

You probably wouldn’t be much attracted to a “Help Wanted” posting in the classified ads of your local newspaper that read:

Help Wanted!
Long hours. Late nights.  Low pay.
Frequent criticism.

Almost every paid or volunteer position associated with local school sports would fit that description.

And yet, legions of people enlist in service to school sports each and every year.

Many do so because their own kids are involved as participants. Many others do it “to give back” to a program that provided them so many benefits as a participant years before.

I commend to your reading the Winter 2011-12 issue of benchmarks now online which features a very few of the very many people who have answered this “Help Wanted” call.  We are thankful for them all.