Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

CHAPTER 9The Goal of Subscription

See the ball. Hit the ball.

CLINT EASTWOOD IN TROUBLE WITH THE CURVE

My favorite Michael Jordan/Nike commercial came out toward the end of his career. It’s a 30-second spot of Jordan getting out of his car, walking past photographers, and going out a door. There’s no flash and no game winning shot. It’s just Michael … and then you hear his voice.

I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.

The one thing that most people take from this commercial is that you have to try in order to succeed. But I think the meaning is so much ...