To Buy Or Not To Buy Michael Jordan’s Brand New Book

Updated: November 16, 2007





The cover does nothing

to dispel the impression

Michael Jordan is

as full of himself as ever

O that the new book will be a Revelation. Michael having had the time to reflect on his life so has developed insights about the wider world and how he going forward over the next decades of his life on this earth will display a new spirit and heightened purpose.


not this book

“Driven From Within” is a super glossy richly formatted biography written with a professional writer in which Jordan tells us “in his own” words what he has done and how Great he is or was. Mostly on the Basketball Court. We find out about his business success with Nike. All the stuff about growing up. The tragedies in his life. His father’s murder. He talks about his gambling.

We get everything we’re gotten before but this time in Michael’s “own words.” Yes don’t worry there are also a set of rules a numbered roadmap of what Michael Jordan has learned that you too can apply to your life.

As a public service we will bring those to you here

( at no cost )


Nothing of value comes without being earned

“That’s why great leaders are those who lead by example first … I practiced hard every day because I wanted every one of my teammates to know what I expected out of myself. If I took a day off, then I knew they would, too. Just like my high school coach, Clifton “Pop” Herring, used to say: “It’s hard, but it’s fair.” I live by those words.”


You have to be uncompromised in your level of commitment

“Whatever you are doing, or it can disappear as fast as it appears. Excellence isn’t a one-week or one-year ideal. It’s a constant. There will be days when you don’t feel on top of your game, or meetings in which you aren’t at your best, but your commitment remains constant. No compromises.”


I couldn’t have imagined everything that has happened.

“But dreams are like that. That’s what makes the journey so interesting. Put all the work in, let the future emerge. It’s what I did on the basketball court. I let the game come to me before I imposed my will. Dreams are realized by effort, determination, passion and staying connected to that sense of who you are.


Authenticity is about being true to who you are.

“If I am in a commercial, then I am going to be portrayed as the person I am, and certainly not someone created in a marketing meeting … That’s not me.

That’s not Brand Jordan.”

At this point you have a Decision to make.

Since we are giving you Michael’s personal Philosophy of Life revealed in print for the first time in his new book should you still go to Amazon’s Website and pay $23.10 or the book store on the corner and pay full price $35 to purchase “Driven From Within.” Or buy it from a street vendor legally or illegally for even less than Amazon.

That all depends …

If you believe the tone of Jordan’s 60 Minutes interview last Sunday evening which CBS spared no effort promoting what we’re giving you here may be more than enough. By most accounts Jordan had nothing new to offer in the interview about the book which hasn’t been heard time and again.

Here is the problem with Michael as we’ve explored it again and again in the Box. It’s the same for his “twin ego” Tiger Woods. What you see and hear is what you get. It’s not very Deep once you go beyond the extreme basketball talent. Golf in Tiger’s case.

By dint of being a great athlete on the Hardwood Jordan and those who handle him want to project something more. And because of his larger than life athletic skills in our world of paper thin personalities coupled to massive media delivery systems as long as you don’t look too close and aren’t too thoughtful Jordan can seem so much more than a Basketball player.

Well here is a useful litmus test

you can apply

Strip Basketball away from Michael Jordan’s life.

Make believe he never played the Sport. Then look at the rest of his life minus the Bball accomplishments. Ask the Question. Do you find anything very special about Michael still. You can apply the same useful test to anyone with celebrity status. Take away their core image and what is Left.

Decide for yourself. Studies show our audience is very successful and self assured. But from here Michael Jordan’s life otherwise seems rather uneventful. The typical type of profile of a wealthy guy in his 40s.

He has some business interests. Enjoys the finer things his success provides him. He plays golf. Good things happen in his life. Bad things happen in his life. He has his family life good bad or indifferent. Or Questionable.

The point is Michael Jordan has not decided to take his success in Basketball and as a result make something far larger of his Life. No dramatic cause he has dedicated himself and been credited with having a major impact on some group of individuals, some problem, some disease or anything else.

What we have accused him of and there is nothing new in the book to contradict Michael Jordan as a marketing machine who avoids not only controversy but attaching himself to anyone or anything that might result in any of many market segments being unattracted to buying …

Brand Jordan

Go back top side look at #4 above.

In Michael’s own words. His philosophy of Life. He says it himself he is selling “Brand Jordan.” He sees himself as a valuable meaning $$$$$$ product and he has always and continues to package himself for that Purpose.

Believe it or not below is how Jordan’s publisher’s press release about the book characterizes the nature of Jordan’s achievement. See if you find this inspirational …

” Beyond the court, he has won fame for his charisma, his business acumen, his commercial endorsements, and especially for his Nike Air Jordan shoes, inspired by his flying feet and above the rim game.”

Wow what else can be possibly do

with his Life ?

So of course without a doubt his new book

” Driven From Within ”

is the latest product

from Brand Jordan

Nothing wrong with that. Far better than being an Ax Murderer. But think of the difference if in his book he actually admitted what he was doing and decided to take a look at the advantages and disadvantages of that approach to life. The pros and the cons. And gave his audience an honest appraisal as to why others might want to do the same but as pointedly why they might not want to do anything but maximize their wealth and their image.

Here’s a thought. Maybe Michael will have a life changing experience soon. Whatever it is and questions his life outside of Basketball so far and decides to make Changes. Embrace something or many things important out in the Real World other than making more money and selling Brand Jordan.

Jordan can then write a new book

in 5 or 10 years

Michael can Title it

“Driven From Without”