Yogi

October 27, 2015

We lost a treasure when Yogi Berra died last month at the age of 90.

I hope a lot of people attended his funeral. After all, it was Yogi who said, “Always go to other peoples’ funerals, otherwise they won’t come to yours.”

Yogi had an intriguing mind for math. It was he who told us to “Pair up in threes.” He informed us that “A nickel ain’t worth a dime anymore.” He said, “Baseball is 90 percent mental and the other half is physical.” And, “You better cut the pizza in four pieces because I’m not hungry enough to eat six.”

Yogi was a sage observer of everyday life. In fact, he told us “You can observe a lot just by watching.” He observed that “No one goes there nowadays, it’s too crowded.” And, “It gets late early.”

Of course, Yogi ought to have known a lot about baseball, a sport in which he excelled and enjoyed unprecedented and unduplicated success as catcher for 10 World Series championship teams. He was an 18-time All-Star; but with characteristic humility, Yogi confessed, “In baseball, you don’t know nothing.”

While wise about many things, Yogi wasn’t correct about everything. When he said, “It ain’t over til it’s over,” he was wrong. It ain’t ever going to be over for Yogi.

And yet, without Yogi, “The future ain’t what it used to be.”

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