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We Need A Picture

December 18, 2012

One of our family traditions is to start and complete a new puzzle each Thanksgiving Day.  This past year’s 1,000-piece project tested our guests’ perseverance and, technically, it wasn’t completed on Thanksgiving, but just after 1 a.m. on the next day with only two of the original 16 guests still on task.

As is customary, the cover of the box in which the puzzle came provided a picture of the finished work.  Those working the puzzle kept passing the box top around to get closer looks at the specific portions of the puzzle that had their attention.

At one point my son mentioned how incredibly difficult it would be to complete a complicated puzzle without any picture.

Which caused me to consider that trying to solve any puzzle – any problem – is made almost impossibly difficult without a clear picture of what the solution should look like.  To put together the pieces of the solution to a problem requires at least some vision of the solution.

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