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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
Second Half by MHSAA

Fixing Things

October 6, 2011

Leaders of schools and school sports have rarely been asked to do more with less than is demanded of them today.  Their plight has brought back to my memory that many years ago, a pastor from North Carolina, Stephen M. Crotts, told this story – one that I’ve kept in my files, and in my heart, ever since.  He said:

I started my ministry in Charlotte County, Virginia.  And there was a deacon in the church there named Harvey Milton who ran a seed and feed store in Drakes Branch.  Harvey and his wife Margaret sort of adopted me and helped me along during those first tentative years of the ministry.

I remember one day after I’d been there nearly three years.  I was struggling with trying to do too much, trying to keep everybody happy, trying to fix all the hurts.

I stopped by to see Harvey at his business and found him hunched over the back door replacing a broken hinge.

“What are you doing?” I politely inquired.

“Well, Stephen,” Harvey intoned, “there are four kinds of broken things in this world.  There are those things that are broken that if you just leave them alone they’ll fix themselves.  Then there are those things that are broken that are none of my business.  It’s up to somebody else to fix it.  Then there are those things that are broken that only God can fix.  And finally, there are those things that are broken that can be fixed and it’s my job to do it.  And this door is one of them.  And that’s what I’m doing . . . fixing this door.”

Stephen finished by saying this:  “When urgent calls, opportunities, pressure, criticism and thoughts of all I could be doing come, those words help me sort my duty.”

Perhaps those words will help you too.