Who’s the Customer?
February 18, 2014
“If you ask your board, ‘who are your customers?’, you are likely to hear a lot of comments and no consensus.” That’s what I heard a speaker say to a group of association leaders last summer; and it has set me on a course of asking different groups this question: “Who is/are the MHSAA’s customers?” We allow respondents to allocate up to 100 points so they can give weight to their responses. Here’s what I’ve learned so far.
The board of directors of the Michigan Interscholastic Athletic Administrators Association (MIAAA) rated athletic directors as the top customer of the MHSAA (by a wide margin), followed in order by student-athletes, coaches and officials.
By an even wider margin, the MHSAA Student Advisory Council named student-athletes as the MHSAA’s top customer, followed by athletic directors and coaches tying for a distant second, and officials an even more distant fourth.
And the MHSAA’s governing body, the Representative Council, agreed that student-athletes are the top customer. Athletic directors were second, coaches third and officials fourth.
I suppose that when we ask audiences of coaches or officials or principals or others who they believe is or are the MHSAA’s customer(s), there will be some variation in the order of things. But I think we can already discern a comfortable pattern so far: everyone puts a premium on student-athletes. And that’s as it should be.
The MHSAA is unique among the state’s educational groups – we’re not an association of school boards only, or superintendents only, or principals only, or athletic directors or coaches or any other single group. We’re an association of schools, undertaking to represent all those groups and student-athletes themselves.
Values Trump Rules
November 19, 2013
The last two postings, which were about rules and rule-making, have quoted from how: Why HOW We Do Anything Means Everything by Dov Seidman. The book deserves at least this additional commentary.
Mr. Seidman posits that in the modern world of hyperconnectivity and transparency (which he describes in detail), there is no such thing as “private” behavior. It’s all public and, therefore, how we do things is more important than what we do.
He states that to stand out in a positive way, an enterprise must “outbehave” the competition. And he says, such behaviors do not follow rules, they flow from values.
This means, according to Seidman, that effective leadership in this environment will be less about coercion (rules) and more about inspiration (values). Leaders will spend less time talking about the carrots and sticks of managing people, and more time focusing on “values and missions worthy of their commitment.”
It’s a shift from “task-based jobs” to “values-based missions;” a transformation from “command and control” to “connect and collaborate” leadership. “It’s a move from exerting power over people to generating waves through them.”
Instead of talking about organizations that are too big to fail, Seidman says we will have organizations “that are too sustainable to fail, too principled to fail, and too good to fail.”