They Laughed When He Ran Away From the Basket… Until He Sank the Three Pointer!


Why would a 7-foot-tall forward in the NBA bother taking shots from way back behind the three point line?

Because he makes them.

That’s quite remarkable, given that fellow 7-footer Shaquille O’Neal can barely make a free throw.

Big guys aren’t supposed to hit 3 pointers. A big guy’s job is to dominate in the paint, and effortlessly slam dunk and tip in baskets while the little guys take their chances from downtown.

Dirk Nowitzki of the Dallas Mavericks does both.

This year, Nowitzki won the 3-point shooting contest at the All Sar game. He also passed up former teammate Steve Nash for the most consecutive free throws by a Maverick with 60.

And yet he still slam dunks with the best of ’em.

This 5-time All Star has plenty of other impressive stats and achievments for you to mull over. But when it comes to being chosen as the NBA’s Most Valuable Player, individual achievement is not what matters.

The MVP is awarded to the player that provides the most overall benefit to his team.

Dirk’s remarkable benefit to the Mavericks is that he is a devastatingly versatile scorer, while still making a strong defensive contribution. When Dirk’s on the court, the Mavericks simply score more points and win more games, and this is a team with a serious shot at becoming this year’s NBA Champions.

So why is the word on the street that Steve Nash will take the MVP award for a second straight year, even though his Phoenix Suns risk first round playoff elimination?

Dirk Nowitzki has a marketing problem. His remarkable story is not being told in a way that resonates with the Associated Press sports writers who select the league MVP.

Here’s three things you can learn from Dirk’s dilemma:

  1. Your credentials, accomplishments and achievments are not what matters most. It’s the unique benefit you provide your customers and clients that is the basis for a good story.
  2. Simply having a remarkable benefit is not enough, no matter how unique and beneficial it might be.
  3. Tell your story every chance you get. There’s a lot of noise out there.

No matter how remarkable your offering, you can’t count on the story to tell itself. It’s up to you.

P.S. Mark, if you need help with Maverick’s propaganda marketing, I’m a local Mav’s fanatic! :)

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Reader Comments (14)

  1. says

    Well, just to be clear. I don’t think it’s necessarily Cuban’s job (or even that of the Mavs marketing department) to tell Dirk’s story. It’s just one of those situations where you have a true team player who doesn’t showboat *cough* Kobe *cough* and doesn’t play on one of the coasts.

    But Dirk’s situation demonstrates quite clearly that you can’t rely on people to just *notice* you. Sometimes it happens, but most of the time you’ve got to get the word out, often repeatedly.

  2. says

    Good points.
    Steve Nash has flash.
    Dirk has a long-ass last name.

    What he needs is a NICKNAME. Something short and cool.

    And you have to always be promoting yourself (until you get enough traction that your fans will do it for you…).

    That’s the main reason I post on this blog. Hoping I will make a comment so clever that folks will click my name to see who said it.

    Obviously, this isn’t that comment…

  3. says


    “The Dirk”

    Other potential Dirk problems:

    Resembling a Teutonic version of Shaggy from Scooby Doo

    Your comment:

    Nice stab at reverse psychology (go ahead and click folks… it’s his birthday) :)

  4. says

    David, I know you’re dying for someone to ask, so I’ll bite. What’s this your name is linking to?

  5. says

    You caught that? You are too cool for school.

    The Dirk is not a nickname. It’s his name with “The” at the beginning…

  6. says

    it’s the number! 41 is not nearly as cool as say 23!

    30is a good number, yeah, 30!

    that would change everything!

  7. raj says

    Duck Dirk? As in “duck”, another 3-pointer coming through? Although that may confuse people who think he’s from the Canadian punk band Dick Duck and the Dorks.

  8. says


    You bring up an interesting point about Dirk’s branding.

    I also think he is a great example of the need for and the power of people who are experts in more than one area.

    In other words, in the present day and age, as the world trends towards ever greater specialization, becoming a “triple threat” is even more important.


  9. says

    From a German fan: We actually like Dirk’s maybe suboptimal branding! You know, we’re from the “old” place and specifically his non-flashy appearance brings him BIG sympathy … but what about: “The Now”?

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