Byron's Babbles

Don’t Overlook The Brilliance Of Our Students

I’m still getting caught up on my reflection of the lessons from Kevin Eikenberry’s Virtual LeaderCon last week. This post is about Chip Bell’s response to my question about where education and the students we serve fall into the realm of the work he has put together in his latest book, Inside Your Customer’s Imagination: 5 Secrets For Creating Breakthrough Products, Services, and Solutions. The first thing he said was, “We must treat students like customers, not consumers.” There is brilliance in our students that so many times gets overlooked.

I asked Chip to go into a little more detail about treating students like customers and not consumers. To this he stated that we have board meetings and where are the students (I’m excited that many states have put students on their state boards of education – I’m still working on Indiana)? But, local school boards should think about student members in some capacity, too. He also asked us to think about where the student was when we were having planning meetings. Chip explained that everything we do should “have our customer’s fingerprints all over it.” He used the example of when we coach little league baseball we tell the kids to “be the ball.” We need to be telling our students to “be the customer.” And, then letting them be the customer. Chip believes our students should be partners along with our students’ families. He promotes student-staff partnership initiatives.

Chip Bell reminds us that customers can give us our best next idea. We should be asking the question, “What is something no-one else has ever thought of?” This discussion reminded me that the words “customer” and “consumers” are often interchangeably used and are easily confused with one another. While students are consumers and the ultimate user of the product, we need to treat them like customers – the person buying the product. We need to think of our students as a final customer– these are the customers who buy the product for their own need or desire. This kind of thinking will help us to better individualize education for every student.

We must innovate. Listening to our students will help us to do this. We can’t keep offering the same thing over and over and over again. We owe it to our students to be authentic. As Chip told us during Virtual LeaderCon, “Authenticity wins every time.”

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