Michael Jordan – the world’s greatest failure.

July 18, 2008

That might have got a few of you confused. If you’ve visited before you might know that I hold Michael Jordan in the same sort of regard as the good reverend in the previous posting holds god.
So why say that he’s a failure? Well, it’s a way into the advert I recently came across again. And it shows the power of not giving people what they expect. It makes them take more notice. It’s not quite this simple, but this may help you understand it: if you’re selling washing powder make your ad look like anything but an ad for washing powder. You have to give people a reason to read or watch. Much as you might love your product, and even though it may be the best thing since sliced bread, you still have to entice people. They’re busy with their lives. You have to jerk them out of their day to day life and place your message in front of them. And that’s what Nike did in this Michael Jordan ad.

They point out the negatives of his career. And then turn it round by saying that’s what drove him to success. His failures. As Thomas Edison said, quite a number of years ago now: “I haven’t failed. I’ve found 10,000 ways that don’t work.”
And that’s a great way to look at life. You haven’t failed. You’ve just found another way that doesn’t work. But you’re closer to finding the right answer.
Just keep going.
And aim to fail over and over and over again.
And that will bring you success.

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