The most memorable press release of all time was only two words, but the story behind its creation has a valuable lesson for anything you write.
When Michael Jordan decided to come back to basketball, his agent wrote a draft of the announcement.
Jordan rejected it.
Then he wrote another draft which Jordan also rejected. And again, and again, and again.
Frustrated, the agent gave Jordan a pen and said “You write it.”
So Jordan scribbled “I’m back” and the rest is history.
This is more than just a fun story – it’s a lesson in writing and communication.
Most things – especially announcements – are WAY overwritten. The more inessential details you include, the less impact the essential ones have.
Say what you need to say and get out.
Be as informal, conversational, and human as possible.
Be like Mike.
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