Be Like Mike: Own Your Story Like a Champion

Storytelling for ALL™ LinkedIn Newsletter Vol. 2

From Endorsements to Ownership

The “Be Like Mike” ad captured Jordan’s spirit—joyful, relentless, and aspirational. But make no mistake: it was Gatorade’s story. Jordan got paid, but he didn’t own the campaign.

When it came time to tell his true story—his dominance, his legacy, his final season—Jordan made sure it wasn’t just another endorsement. He treated it like an asset.

The Last Dance: Jordan's Playbook

In 1997–98, Jordan gave a film crew unprecedented access to the Bulls’ last championship run. That decision was his leverage. And here’s where the STORYSMART® playbook comes alive:

1. Recognize the Value Jordan knew access to him—and the Bulls dynasty—was gold. He didn’t give it away lightly. He secured it on his terms.
2. Capture the Story He commissioned the crew and let them film everything. He created the raw source material that would later define his legacy.
3. Control the Timing Jordan didn’t rush it out. He sat on the footage for decades, waiting for the right cultural moment.
4. Collaborate with the Best When the time came, he partnered with ESPN Films, Netflix, and top-tier producers—while bringing in his own company, Jump 23, to co-produce.
5. Profit from the Outcome Because he held ownership, Jordan shared in the financial upside. The Last Dance became a global hit, cementing his brand with a new generation—and rewarding him accordingly.

The STORYSMART® Lesson

Jordan didn’t just play basketball; he played the long game with his story. He thought like a Storypreneuer with a Media Mogul Mindset.

He proved that your story is more than memories—it’s intellectual property. If you recognize it, capture it, control it, collaborate with the best, and retain ownership, you can shape how the world remembers you and share in the wealth it creates.

A Note of Caution: Share the Wealth

Not everyone was happy with how The Last Dance turned out. Scottie Pippen, Jordan’s longtime teammate, criticized the project for portraying him unfairly and revealed he wasn’t compensated—while Jordan earned millions.

Why mention this? Because it underscores a truth: ownership brings responsibility.

I'd recommend you think like Spiderman when you approach ownership of your story. With great power, comes great responsibility. Think less about me and more about we.

When you control your story and profit from it, you also decide who’s included, how they’re portrayed, and whether they share in the rewards. To keep your story authentic—and relationships intact—make sure your team benefits too. That’s part of being STORYSMART®.

Your Turn to “Be Like Mike”

You may not be an NBA champion, but your story has value—whether to your family, your community, or the world. You face the same choice Jordan did:

• Do nothing and let your story fade.
• Hand it over to someone else and lose control.
• Or follow the STORYSMART® path:

Recognize. Capture. Control. Collaborate. Profit.

That means:

• Hiring the film crew that works for you.
• Organizing your photos, videos, and archives.
• Building the right creative team.
• Protecting ownership and financial participation.
• And yes—sharing the wealth fairly when the story succeeds.

Be Like Mike—With Your Story

Jordan showed us what winning looks like on the court. The Last Dance showed us what winning looks like off the court—with storytelling.

To truly “Be Like Mike,” don’t just wear his shoes. Own your story. Build your team. Remember Spiderman. Reap the rewards—and share them wisely.

Ready to own your story like a champion? Join our Storytelling For ALL™ community https://www.storysmart.net/storyforall and learn how to take control, protect your rights, and profit from your true story.