Point of Inspiration: Jordan XI

Lately, there's been nothing short of hyperbole surrounding a few notions of Michael Jordan. He's turning 50. OK! He's being compared to Lebron James (and vice-versa). OK! I see this as a result of a slow news cycle -- I mean, football season is over. I get it. But examining the vignettes associated with MJ's birthday this past weekend, I was able to glean a point of inspiration that was perhaps less obvious than a career of clutch performances. Or was it? Once upon a time, Jordan was king of basketball and the world was his oyster. The Chicago Bulls had just completed a three-peat. Nike was cranking out Air Jordans (and had been for some time), selling them all over the world to a culture of hypebeasts. The merchandising of Jordan was unprecedented and would forever reshape the world of sports marketing.

And then Michael retired. We know now that he came back (for another three-peat!), but at the time it was unexpected and almost unbelievable that he would walk away, and he made it sound so convincing. For many, it was time to shelve a multitude of basketball memories alongside ten versions of the Air Jordan and wait for the next big thing. But that was before the team behind Air Jordan had a say in things.

Photo courtesy of Nike

 "I started designing the Air Jordan XI during Michael's first retirement — I kept saying he would un-retire. People at Nike gave me a hard time, so I wanted to show those assholes that we could make the best Jordans ever. The XI was the first basketball shoe to have a carbon-fiber plate in the sole and patent leather. By the time I showed Michael, he'd started playing again."

~ Tinker Hatfield

And so it began. Again and again. Hatfield and his design team worked on engineering a shoe they had every reason to believe might never be produced. And per Tinker's quote, they didn't aim low. They aimed to create the best that had ever been designed. Many still argue that the XI is one of the most pivotal Air Jordan designs in the line's illustrious history.

So instead of hanging it up, the designers stuck to their guns and innovated their way to a new solution worthy of production. And as it turns out, it was also worthy of un-retiring. Years later we see multiple athletes now signed to the Jumpman line with shoes and all sorts of gear being churned out for the inner athlete in all of us. One could argue a lifetime of clutch performances, or designs, has risen from the dust of Jordan's first retirement.

Some compelling stats about the seemingly "doomed" Air Jordan:

+ According to UBS, Jordan Brand sales increased 89% year over year in 2012 + The Jordan brand controlled 58% of all basketball shoes sold in the US in 2012 + LeBron James is the top-seller among current players with shoe deals -- Jordan still outsells him 6 to 1

Looking at this story of design and gumption, one might assume sticking to one's guns can often pay off ridiculously well. That's true. But it's duly noted that it doesn't always work out so well -- see any list of other athletes who received shoe contracts that lost money for the labels. It would also seem that we never know where new opportunities will surface. All of this seems to point to instinct. Trust yourself. Trust your vision. At its origin, the allure of  the Jordan brand was all about the shoes. In the end, it became a full line of unexpected offerings, a full-fledged brand. Take a look at espn.com from earlier this week.

They call it XX8. So instead of poking holes in the process, I'm happy to imagine the scene when the team said to one another, "It's time to fly."


Dave Alsobrooks, Partner

The PARAGRAPH Project is a marketing research and strategy firm based in Durham, NC. We are, at times, a strange brew. But this is what works for us — and inevitably, it works for our clients. The types of people who work at PARAGRAPH are strategists, anthropologists, artists, engineers, entrepreneurs, negotiators, students and builders. Herein lies our value. We are able to look at problems from many different perspectives and apply this diverse point of view to solutions for our clients. After all, if we conduct the same research in the same ways as our competitors, what advantage do we gain? By using old research methodologies in new ways and inventing new methodologies unique to each client’s research objectives, we quickly explore more territory to find insights often overlooked. We believe creativity is the missing link between useful information and actionable inspiration.

Virtue #4: Impatience. The Desktops.

We didn't forget. If you'll excuse the analogy, we got impatient to move on before these were complete. Take a look and download below at your leisure. And don't forget to take a look at the intro to this fourth Virtue of Small Thinking here.

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Virtues of Smaller Thinking Vol. 03: Ingenuity

Things happen for a reason. A common enough sentiment, but one that also holds much truth. In every endeavor we have a reason. In an ideal world, this reason is consistently tied to creating better ways of doing something whether it's growing an herb garden, serving inner-city youth or constructing a research methodology. In a not so ideal world (the one we live in), our raison d'être is the effort of at least looking for needed improvements in our world. In this, the third installment of our Virtues of Smaller Thinking, we will explore ingenuity and how it impacts our reaching the goals we've set.

We've established that ingenuity is the act of finding better ways of doing stuff. But how? What's the impact for ourselves? For others?

You might expect me to say that ingenuity begins with innovation or inspiration, but this is where ingenuity eventually points us. Ingenuity is harder, and is first about honesty. An altogether honest assessment of the condition of our being or the quality of an object under consideration. This is not the honesty of family reunions -- this is the brutal honesty of credit reports and blood pressure tests. In Shift, Peter Arnell tells us of his own reluctance to see himself as a 400 lb. man in favor of a more benign self-identification as merely a creative person, without all the baggage. He got past this with an unsettling realization -- his reality -- which led to a better way of living and his losing 250 pounds. Like Peter, only after we assess the subject at hand can we focus on how best to improve upon it and truly move into wider worlds of possibility. Without this candid conversation, we're probably having the wrong conversations as we move forward.

So how does this impact our work? Our processes? This is what we'll explore in more depth over the next few weeks, but know there's a good chance it might not always be pretty. We have to trust ourselves. Ingenuity can sometimes be found in fundamental changes in how we perceive ourselves and our outputs. In other words, something like epiphanies and bolts of lightning. A lot of the time, though, ingenuity manifests itself in lots of tiny revolutions as we constantly refine the way we do things. Constantly. These incremental improvements do add up and they do improve our lives. So keep your mind open to possibilities no matter where they lie. And never suppress the little voice that cries out "What if?" before hearing it out.

As for the impact of ingenuity, let's travel back in time for a moment. All the way back to the 15th century. The world is awakening from what we now call the Dark Ages. Feudal life is not a charmed one. There is no internet and no Facebook. Hell, there are hardly even any books -- and even these aren't available en masse. Along comes Johannes Gutenberg and his magical mechanical moving type. He found a better, faster way of printing books, most famously his 42-line Bible. Before his ingenuity took root, books took months or even years to transcribe by hand. Turns out, even though he changed the world, Gutenberg never became a Renaissance rock star because of his Bibles and Latin texts. He had to borrow money to keep his operations going and was even taken to court. But he persevered. And if we look closer his ingenuity produced a radical contribution to the world that continues to give.

Many folks trace everything in our modern world right back to Gutenberg's dingy workshop. Skyscrapers, VoIP, Gatorade and the combustion engine. Indeed, Mark Twain wrote, "What the world is today, good and bad, it owes to Gutenberg."

Movable type fed the awakening of Europe and subsequently the entire world. It helped bring about the Renaissance because texts were suddenly easier to distribute. Learning took off. On second thought, it was more like learning blasted off. Martin Luther's 95 Theses were printed and circulated widely due to Gutenberg's advancements and then eventually issued as broadsheets which led to the development of the newspaper. And now everything we know is doubled every 900 days. So while ingenuity spawned an original contribution in this instance it inspired many more to come, both directly and indirectly. Another way of saying ingenuity doesn't sleep.

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