Jordan.
Basketball. Baseball. Movies. CEO. Icon.
As careers go, that’s pretty impressive.
But what is even more impressive is his competitiveness.
When I was working on his brand, we heard so many stories about this.
His relentless quest to succeed.
His insane focus and drive.
Of course, a lot of these tales have now become folklore as they became the backbone to many of his – and his brands – most famous ads … with ‘Failure’ probably being one of the most well known of them all.
And while it would be easy to brush all this off as marketing hype, the reality is they all represent Jordan at his core – his ability to reframe better than almost anyone – because he can one see one thing … the power in competitiveness.
Note this is different to winning.
Winning may be the goal, but how you get there is by being competitive.
This means you never take anything for granted.
This means you practice with the same intensity as if you’re in a game.
This means you don’t give an inch, regardless who the competition are.
This means you commit to being your best before your feet even hit the court.
It’s this approach that led us – when I was at Wieden Shanghai – to making a film in China to help kids see competitiveness as a good thing.
You see in China, while everyone knows the sheer amount of people there means you have to be competitive to stand any chance of getting ahead, culturally it is not seen as a good thing to openly talk about your ambitions.
Not because it’s a communist country – though there is a bit of that – but because it’s a country that likes to talk about harmony.
The ability to be balanced and together.
This meant kids were conflicted between acting with grace while feeling the pressure to be get ahead and we saw this tension as the perfect opportunity for Jordan – a man and a brand, built on performance – to help kids see the beauty in being competitive.
Not at the expense of destroying others, but the commitment to always be your best … never resting, never being satisfied, never losing the hunger to win.
And while some may think that is pretty one dimensional … I prefer to see it as believing in your ability to make a difference.
That with hard work, you can be noticed.
You may not win everything.
Hell, you may not win anything.
And the only guarantee is you will face challenges and hardship.
But with commitment, you can – at the very least – make it difficult for the ones who think their victory is inevitable.
And that in itself, is often the best victory of them all.
