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CHAPTER TWO

The Birth of the Bulls

The Chicago Bulls won their sixth world championship (in 8 years) in 1998, an astonishing achievement in any professional sport. They are fabulously profitable, consistently sell out their arena, and successfully market their logo and products around the world. The Bulls, embodied by Jerry Reinsdorf, who is as skilled an owner as any in pro sports, and Phil Jackson, an absolutely terrific coach, and a tremendous line-up, which begins but does not end with the phenomenal Michael Jordan, created a standard of excellence and professionalism that is admired throughout sports. In fact, this standard is so unassailable, ...

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