#22: Seizing the Moment—Lessons from Nike’s Viral Scheffler Ad

Summary

Podcast Summary: Episode #22 – Seizing the Moment—Lessons from Nike’s Viral Scheffler Ad

Released on June 2, 2025

Introduction

In Episode #22 of Why That Worked presented by StoryBrand.ai, hosts Donald Miller and Kyle Reed delve into the compelling strategies behind Nike's viral Scheffler ad. This episode explores how timely and creative brand messaging can transform moments into massive successes. Through discussions on Scottie Scheffler’s PGA Championship win, marketing opportunities, and actionable insights for businesses, the hosts provide a comprehensive analysis of effective branding techniques.

A Year Ago: Scottie Scheffler’s Arrest

The episode begins with Scottie Scheffler recounting a personal anecdote about his arrest a year prior to the PGA Championship. This incident set the stage for a dominant narrative that brands could potentially leverage.

• Scottie Scheffler [01:15]: "I got a little bit of a story before we get into this, because a year ago at the PGA Championship, did you know Scotty Scheffler was arrested?"

• Donald Miller [01:21]: "I did, because I was actually on the phone with the golf correspondent for ESPN."

Scheffler explains that the arrest was a "big misunderstanding" and how his clean record was swiftly restored, creating a narrative ripe for brand engagement.

Nike’s Viral Ad During the Championship Win

Fast forward to the present, Scheffler’s triumphant win at the PGA Championship provided Nike with a perfect opportunity to engage with current events creatively.

• Scottie Scheffler [02:09]: "So Scotty Scheffler wins this year and there's a massive opportunity and Nike seized it."

Nike capitalized on Scheffler’s win by posting on X (formerly Twitter) with the message: "The verdict is in. World number one, Scottie Scheffler is the PGA champion. That is."

• Scottie Scheffler [03:15]: "And immediately playing off the arrest and immediately people caught on to what they were doing. It was in my eyes a perfect example of a brand using kind of winking real-time events."

Miller highlights Nike's approach as "provocative" and "lightly provocative," enabling the brand to garner substantial free press across various platforms, including Newsweek, Yahoo Sports, and Sports Illustrated.

Contrast with Skechers’ Missed Opportunity

In contrast, Skechers attempted to leverage a similar moment but failed to execute effectively.

• Scottie Scheffler [03:50]: "They posted a cheesy, like, you know, dunk on your competition. It was... it was."

Miller criticizes Skechers for their lack of creativity, suggesting they missed an opportunity to authentically integrate their brand with basketball culture.

• Donald Miller [04:15]: "Dream moment for Skechers."

The discussion emphasizes the importance of authentic and creative engagement rather than generic promotional tactics.

Strategies for Seizing the Moment in Branding

The hosts transition into broader strategies for brands to seize moments and gain attention:

1. Attention Mining: Identifying and aligning with current cultural moments or trends that resonate with the target audience.

   • Scottie Scheffler [04:58]: "What you have to know just enough to then tweak it."

2. Regular Monitoring: Holding regular meetings to assess where public attention is focused and brainstorming how the brand can fit into those conversations.

   • Donald Miller [06:11]: "Have to move yourself, you have to talk about it, move yourself, create it."

3. Creative Integration: Incorporating brand messaging into ongoing cultural dialogues in a way that feels natural and engaging.

   • Scottie Scheffler [05:02]: "You don't have to know. You don't have to be an expert, you have to know just enough of the context."

Case Study: Mark Sibilia’s Success

A notable example discussed is musician Mark Sibilia, who successfully leveraged popular songs and creative performance styles to gain massive online followings and sell out tours.

• Donald Miller [17:37]: "He got really, really smart at this late stage in his career. What he did was he has this incredible studio in his backyard..."

• Scottie Scheffler [20:22]: "There are moments for brands out there that if you find that the amount of lift and uplift to your brand is massive."

Sibilia’s approach underscores the power of blending creativity with current trends to capture public interest.

Handling Pushback and Taking Risks

The conversation also touches on the inevitability of pushback when brands take bold steps to gain attention.

• Donald Miller [20:32]: "Pushback ain't bad. It's not bad."

Brands are encouraged to embrace attention, even if it means facing criticism, as long as it aligns with their authentic voice and values.

• Scottie Scheffler [22:36]: "Attention is your friend."

The Importance of Intentional Messaging

Intentionality in brand messaging is crucial for ensuring that efforts to seize moments are strategic and meaningful.

• Scottie Scheffler [22:56]: "You have to be intentional. You have to set it up."

• Donald Miller [23:18]: "It's important to get an outside perspective because we are so close to our products and services that we don't even know what's provocative about them."

The hosts emphasize the value of professional guidance, such as StoryBrand coaches, to refine and enhance messaging strategies.

Resources and Community Support

Miller and Scheffler highlight the availability of resources and community support through StoryBrand.ai, encouraging listeners to leverage expert advice to improve their brand messaging.

• Donald Miller [23:18]: "You can go to marketingmadesimple.com and find a coach and they're gonna help you analyze this."

Conclusion

Episode #22 of Why That Worked effectively illustrates how Nike’s strategic and creative use of a cultural moment transformed Scottie Scheffler’s PGA Championship win into a viral marketing success. Through insightful discussions and practical examples, Donald Miller and Kyle Reed provide listeners with actionable strategies to harness attention, embrace creativity, and intentionally craft compelling brand messages. Whether you’re a large corporation like Nike or a small business owner, the lessons shared in this episode offer valuable guidance on turning moments into lasting successes.

Notable Quotes

• Scottie Scheffler [03:15]: "The verdict is in. World number one, Scottie Scheffler is the PGA champion. That is."

• Donald Miller [06:26]: "What are people frustrated about in the NBA? They’re frustrated because Steph Curry has single-handedly changed the entire game."

• Scottie Scheffler [20:22]: "There are moments for brands out there that if you find that the amount of lift and uplift to your brand is massive."

• Donald Miller [22:36]: "Attention is your friend."

Key Takeaways

• Leverage Current Events: Brands should monitor and align with ongoing cultural moments to maximize visibility.
• Be Creative and Authentic: Craft messages that resonate naturally with the audience’s current interests and sentiments.
• Embrace Pushback: Taking bold steps may attract criticism, but it can also significantly boost brand attention.
• Utilize Expert Guidance: Engaging with messaging experts can refine strategies and uncover unique brand opportunities.
• Regular Strategy Sessions: Consistently evaluate where public attention is focused and brainstorm ways to integrate the brand accordingly.

By adopting these strategies, businesses can effectively seize moments and transform them into opportunities for substantial growth and recognition.

Transcript

[Donald Miller]

Foreign.

[Kyle Reed]

You're listening to the why that Work podcast presented by StoryBrand AI. If you've ever wondered why certain brands, trends or cultural phenomena find success while others don't, you're in the right place. Every week, we unpack why something worked, then give you actionable insights that you can use in your own life. Now let's dive in with your hosts, Donald Miller and Kyle Reed.

[Scottie Scheffler]

Don, there's something I've been thinking about a lot, and it's this word called attention. And I think brands are using creative ways to gain attention. Yeah. There's an example of this I saw over the weekend. So, you know, you know this about me. I'm a big fan of golf. I love golf. I love watching golf. I love playing golf. Did you happen to watch the PGA Championship this last couple weeks ago?

[Donald Miller]

I did not.

[Scottie Scheffler]

Okay. That's okay. I'll forgive you for that. It was kind of boring anyway. There was a winner of the PGA Championship, the one and only number one golfer in the world. Scottie Scheffler won that. And I saw an example of a brand getting attention in a very creative way. And that's what I want to talk about today. They used a cultural moment, an in time moment to get attention for their brand. And that was. That was Nike. So Nike is the primary sponsor of Scotty Scheffler. They do all of his apparel.

[Donald Miller]

Got it.

[Scottie Scheffler]

I got to tell a little bit of a story before we get into this, because a year ago at the PGA Championship, did you know Scotty Scheffler was arrested?

[Donald Miller]

I did, because I was actually on the phone with the golf correspondent for espn.

[Scottie Scheffler]

That's right.

[Donald Miller]

When he got arrested. And he had to go.

[Scottie Scheffler]

Yeah. With coaching. He was looking to do some coaching. Right.

[Donald Miller]

Well, he was. I was just sort of helping him figure out how to. How to do some other stuff. And he's also a terrific, terrific ghost rider.

[Scottie Scheffler]

Yeah.

[Donald Miller]

And I had a client who needed a ghost Rider. So we were talking about things like that, and he was like, hey, man, I actually gotta go. And he. I think he flew down there. It was in South Carolina maybe somewhere.

[Scottie Scheffler]

Louisville. Louisville.

[Donald Miller]

Yeah. So he flew down there and. And I couldn't talk to him for a couple days.

[Scottie Scheffler]

Yeah, it was crazy. I remember waking up.

[Donald Miller]

But he was arrested for, like, not a very.

[Scottie Scheffler]

A big misunderstanding.

[Donald Miller]

Scandalous reason.

[Scottie Scheffler]

Yes. Correct. And so that was like the dominant narrative. So fast forward a year. Here we are. Scotty Scheffler's back.

[Donald Miller]

Well, we should say he went around a cop.

[Scottie Scheffler]

Yes.

[Donald Miller]

Who had blocked Off. There was a golf course.

[Scottie Scheffler]

Yeah. There was an accident early that morning. It's a tragic accident. It's pretty standard that the. The players can go around the traffic. They do that all the time. Part of the misunderstanding was they had brought in because there was a tragic accident that morning. They brought in other police officers who were not familiar with the golf.

[Donald Miller]

The protocols.

[Scottie Scheffler]

Yeah. So they. So there was a big misunderstanding. He was arrested. You got a mug shot, all the things. Right. Later, his record was a sponge and all. Sponge. A sponged sponge. Thank you. I knew that wasn't right. I think that's.

[Donald Miller]

It sounds right.

[Scottie Scheffler]

It sounds writer, right?

[Donald Miller]

Sounds writer.

[Scottie Scheffler]

Yeah. Writer. Yeah. And so that happened a year ago. There's this whole thing. So Scotty Scheffler wins this year and there's a massive opportunity and Nike seized it. Nike. You'll have to go to our YouTube to see this or go. We'll share this out here. Nike posted on X they said the verdict is in. World number one, Scottie Scheffler is the PGA champion. That is.

[Donald Miller]

The verdict is in.

[Scottie Scheffler]

The verdict is in. And immediately playing off the arrest and immediately people caught on to what they were doing. It was in my eyes a perfect example of a brand using kind of winking real time events. What I love about it too was they didn't just say congrats to Scotty Scheffler. They were creative about it. They a little hot tip to the audience. Who knows what's going on.

[Donald Miller]

Just a little bit of twinge on it.

[Scottie Scheffler]

Yeah. Contrast that with a brand I was telling you was looking at and talking about was Skechers. So do you know that Skechers makes basketball shoes?

[Donald Miller]

I don't think I knew that.

[Scottie Scheffler]

I didn't either up until I saw this post. There's an NBA player. I'm going to butcher his name. So I'm not even going to try. But he had, in the playoffs, he plays for the Knicks. He had a massive, like big, big moment where he had a dunk and the photographer that captured the picture perfectly framed him dunking over the Boston Celtics. And he was wearing Skechers shoes.

[Donald Miller]

There you go. Dream moment for Skechers.

[Scottie Scheffler]

Perfect moment for Skechers. Do you know what they did with that Skechers? Yes.

[Donald Miller]

What?

[Scottie Scheffler]

Nothing.

[Donald Miller]

Yeah, it's a problem.

[Scottie Scheffler]

They posted a cheesy, like, you know, dunk on your competition. It was. It was.

[Donald Miller]

I can't even remember from your perspective, what should they have done?

[Scottie Scheffler]

Some of the. A couple breakdowns I watched is someone said that he might not have been a Skechers athlete, so they couldn't post his image. You know, that kind of thing.

[Donald Miller]

Sort of hand tied.

[Scottie Scheffler]

Yeah, but that's where you go, hey, call this guy right now. We need to get that picture license. And we're going to sign him to our team because that's the kind of athletic performance we strive for. But I think they missed a massive opportunity because Skechers is not known as a basketball shoe. And there's a perfect opportunity to jump right into that. We were kind of joking before we started.

[Donald Miller]

Well, the other thing is you could, you know, Skechers is bringing the dunk back.

[Scottie Scheffler]

Yeah.

[Donald Miller]

Because the criticism of the NBA right now is it's all three shootings.

[Scottie Scheffler]

That's good.

[Donald Miller]

So it's like Skechers is bringing the. So the cultural.

[Scottie Scheffler]

Here's a way to bring attention for a living. I can.

[Donald Miller]

Yeah. What is the cultural angst? Is a question to ask. What are people frustrated about in the NBA? They're frustrated because Steph Curry has single handedly changed the entire game.

[Scottie Scheffler]

That's right.

[Donald Miller]

And everybody's shooting from the three point line, which I think is kind of fun. I think it's kind of exciting. But you know, people want to see, you know, guys mixing it up in the paint. And you could say, you know, you could even say something to. The effect of the sketchers is great. If you have. If you're walking on paint, you know.

[Scottie Scheffler]

Or something, you know, there's something more.

[Donald Miller]

Traction in the paint, like get back into the paint. Why aren't they in the paint? Because they're not wearing sketches. You could just go with that.

[Scottie Scheffler]

You did something unique there, though. I think that's a. Something that I picked up that you just did. Is there. You know just enough about basketball, you know, just enough about. People are frustrated that maybe you know, Steph Curry shooting threes or maybe, you know, some people know just enough about golf or maybe they know that story that they can. There's something there to that that you have to know just enough. You don't have to know. You don't. To be an expert, you have to know just enough of the context of what's going on.

[Donald Miller]

Right.

[Scottie Scheffler]

So that then you can come up with something creative. I think that's something that brands can do a better job of is seeing where does my product fit. Because again, it has a very real possibility coming off super cheesy, super inauthentic. But if you know just enough to then tweak it.

[Donald Miller]

And here's the thing. You want to actually get some creatives in a room and you want to say, hey, what are some things happening in the press right now? You can even use AI just saying, what are the top 10 things that most people in our target market? 40 year old females, Whatever your target market is, what are they paying attention to? You could have a Monday morning meeting. Every meeting, every Monday morning. And that's going to come back and it's going to say, well, the new Pope.

[Scottie Scheffler]

Yeah.

[Donald Miller]

And you're gonna, okay, what do we, is there anything that we can do that. Because what's happening is there's a giant spotlight being shown on the new Pope. And what you want to do is actually just push your brand a little bit into that spotlight because that's what people are paying attention to. So let's actually, or the wind is blowing in the direction of the new Pope. So if we go that direction, we'll get some of that attention to. That's the philosophy that you want to have. For instance, you know, the Chicago White Sox, we talked about this before. You know, Pope Leo is from Chicago. It's where he was born and raised. He spent 20 years in Peru, but was born and raised in Chicago. And they have footage of him from back in the day at a Chicago White Sox game that was a World Series. Is that right?

[Scottie Scheffler]

I don't remember the World Series, but.

[Donald Miller]

I guess they did.

[Scottie Scheffler]

Yeah.

[Donald Miller]

How fun would it be to actually ask, is God a White Sox? Does this make God a White Sox fan?

[Scottie Scheffler]

Perfect.

[Donald Miller]

Right? And so you could just, so it's not just like, hey, you know, happy for Pope Leo, Congratulations, Chicago's own. That gets passed up.

[Scottie Scheffler]

Yes, that's right.

[Donald Miller]

But there's a little bit of a, you know, or you could actually say, if God is a White Sox fan who's a Cubs fan.

[Scottie Scheffler]

I love that.

[Donald Miller]

You know, and then now you're just going, yes. Yeah. You know, all you gotta do is find somebody. Just, just plant somebody at Wrigley Field in a Satan outfit and just have some fricking fun with this.

[Scottie Scheffler]

That's true.

[Donald Miller]

You know, but it's that Monday morning meeting where you're dreaming this stuff up.

[Scottie Scheffler]

That's right. Well, and I, I, I think some people might be wondering, you know, okay, yeah, it's great they posted that. You guys try them on the podcast. What did it do for the brand? I was looking at this earlier. There are countless amount of articles that were written by what Nike said.

[Donald Miller]

There you go. So now they're getting, so now they're.

[Scottie Scheffler]

Getting free press from an organic post on X.

[Donald Miller]

Now they're getting a little bit Newsweek.

[Scottie Scheffler]

Yahoo Sports, Golf Digest, People.com, sports Illustrated.

[Donald Miller]

But again, it's the provocative, it's the lightly provocative nature of the post.

[Scottie Scheffler]

And you go on the other side, Skechers and it's all, they're bashing them and it's actually they're kind of playing into the brain of like that's kind of lame. Those are kind of lame basketball shoes to have. Maybe they're not, but you kind of is.

[Donald Miller]

Skechers bringing back the dunk question mark.

[Scottie Scheffler]

It's a great, I think it's great. I love it.

[Kyle Reed]

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[Scottie Scheffler]

Here's another one I'm interested to get your feedback on. As a messaging expert, I've heard two different ads through podcasts and on television. One for a car commercial, one I can't remember the other brand but they use this word car commercial. These are pre tariff pricing. They are playing off tariff conversation.

[Donald Miller]

Well, they know the angst. Again, like what are people angsty about? Yes, they're holding off on buying a car because they're convinced if it's a Honda or a Toyota or a Mercedes or whatever that they're going to pay 25% more or 50% more or whatever? The tariff is that specific country. It's the angst.

[Scottie Scheffler]

Yeah.

[Donald Miller]

And so they're removing that angst. Smart.

[Scottie Scheffler]

So would you advise brands on starting with angst first kind of figure out?

[Donald Miller]

I would say, I would say it's one of the things you want to ask like who's, who's getting attention and why? What is our culture angsty about right now? And then how do we actually take advantage of that, move our, move ourselves into that spotlight or offer to relieve that in.

[Scottie Scheffler]

Okay.

[Donald Miller]

You know, like, you're just wanting to. You want to say, how do we. How do we move in close to this thing that's getting attention?

[Scottie Scheffler]

Yeah. And. And is there something about having a perspective for the brand to kind of know, you know, kind of what's our voice? How do we. How do we do this natively? Is that part of it?

[Donald Miller]

Yeah, I think that's part of it. I think the. The real thing is what's getting a ton of attention.

[Scottie Scheffler]

Yeah.

[Donald Miller]

And then how do we actually jump on that wave?

[Scottie Scheffler]

Okay, so practically speaking, you. You said it earlier. It. It sounds like it's a regular meeting. Whether that be.

[Donald Miller]

It's a regular meeting in which you're trying to diagnose where the jet stream is. Attention is a jet stream. It's temporary, it shifts, it changes. And then all you want to ask is, is there any way our brand can fly into that jet stream? Is there any way that we can do that? If you ask that once a week, there probably is.

[Scottie Scheffler]

Yeah.

[Donald Miller]

Probably at least once a week there's gonna be a chance to do that.

[Scottie Scheffler]

And it's super powerful, powerful for brands because those things are being searched. People are looking for that. Those things rise above. And if you can have just a moment, you know, just a little hit of that, they call it attention mining. You can jump into that and just. That just people. Your brand is in front of them over and over. We've done that here with this podcast to some degree. We're looking for interesting stories to. To break them down, but also trying to find relevant information that people are thinking about.

[Donald Miller]

Yep. I think, listen, if you have a product that is solving a problem that another product, for example, is creating interesting, you know, like, if I had an electric bike, motorcycle company, I would make a big deal about sending one to the. Be president of Harley Davidson.

[Scottie Scheffler]

Make a big campaign about it. Yeah, that'd be good. Yes.

[Donald Miller]

Something like that.

[Scottie Scheffler]

Yes.

[Donald Miller]

You know, or if you're, you know, let's say that you're. Let's say that you have a company that puts solar panels on your house. Right. I would make a big deal about offering the president of British Petroleum a conversion to his house. Right. Or something that. Just because, you know, your market's environmentalists and they probably don't like that guy, and that's a. That's an interesting way to sort of bring attention to your. To your brand. Yeah, you know, you know, on and on and on. Yeah, you can. You just want to think in that way. What's going to get some attention. And listen, I would say 1 in 10 are really going to take off for you. The other ones are going to kind of do okay, and maybe two or three are going to be like, wow, it was kind of disappointing. But that's, that's par for the course. That's the way the game works.

[Scottie Scheffler]

I think too. It also underlines the need to continue to be monitoring what's going on, adapting. You know, it's so easy as a business to just kind of stay in your lane, kind of okay, this is how we do it. You know, we work these hours. We, you know, I think it comes to. As far as we're talking about attention, there is intention too. You have an intentional move, like, we want to do this. We're going to make this an active part of what we're doing. I see you do this with your social media. You find some different things and, you know, jump in sometimes and talk about them. And sometimes it goes over really well and sometimes it doesn't. Some feedback. But I do think there's a message there that there's ways for brands that can be as big as Nike, who has a great brand, and as small as. As a company that makes solar panels for houses. But there's a. There's a massive lane. I think also too, if I'm. If I'm listening to this, this would be encouraging to me to know that no matter what I'm making or what I'm working on or what I'm doing, there's opportunity for me where I don't feel left out. I can use this as an advantage to jump into something with some creativity.

[Donald Miller]

Let's be honest, nobody's paying attention to you.

[Scottie Scheffler]

Yes.

[Donald Miller]

Nobody's paying attention to most of the people listening to. It's true, nobody's paying attention, but they're paying attention to something. What are they paying attention to and how can you associate with what they're paying attention to? You know, here's a strategy that's very, very interesting to me. I've got a good friend, you know, named Mark Sibilia. S C I B I L I A mark is pushing 40. He is an extremely talented musician and songwriter. His album Seat of Joy is one of my favorite albums of all time. We probably listened to that 500 times. He has never headlined a show. He's always the supporting guy or he's had a big hit in Germany of all places. Just that guy. He got really, really smart at this late stage in his career. What he did was he has this incredible studio in his backyard and it's got all this musical equipment and it's kind of visually really cool looking. And he hired a crew and I think like almost every day they would do this. He would come in and he would say, okay, here is where the Streets have no name by U2. But it's sung in the style of the Beatles. Now think about what he just did. He took two extremely popular, well known songs and genres and mix them together. And he also has a visually interesting way of doing it. Yes, he does, because he'll start with the keyboard, then he'll pick up a guitar and he's laying down some tracks and he's looping it and he's going on top of each other. By the end of it you're just like, holy crap, that's you two. In the style of the Beatles. It sounds amazing. And he blew up to a million followers online and now he is selling out a world tour. And I asked, he was at the house the other day, I said, how many covers are you doing in the show? He said, three. So he got famous from sort of putting himself where the attention already was and then saying, I'm Mark Sebela, you should also listen to my song. And it worked.

[Scottie Scheffler]

And previously though, great artist. He had a kind of a smaller.

[Donald Miller]

He's one of about half a million artists in this town who people are ignoring. Who's world class. My favorite record right now is a guy named Brian Cates.

[Scottie Scheffler]

Okay. Yeah. Never heard of him.

[Donald Miller]

It's my favorite record. It's a work of genius. And he's a waiter at Burger O. That's this town.

[Scottie Scheffler]

Yeah. Oh, yeah.

[Donald Miller]

So it's criminal.

[Scottie Scheffler]

Yes, absolutely.

[Donald Miller]

And I just love that Mark didn't him and haw and gripe about it and complain and play the victim. He went, what are people paying attention to?

[Scottie Scheffler]

But he also brought his artistry in. I think there's something. There's something there.

[Kyle Reed]

He played the game, man.

[Donald Miller]

He played the game. And I wouldn't say he sold out at all. I mean, you know, and now you can't get a ticket. You can't get a ticket to his show. He just announced a 40 city European tour. You know, so you want to. That's the sort of strategy that we're talking about.

[Scottie Scheffler]

Yes. If you feel like you're not being paid attention to.

[Donald Miller]

Yeah.

[Scottie Scheffler]

Which most brands are not. There's a lot of people who are looking for that solution when they need it. They're not paying attention to you. On a daily Basis. This is a great way to go about it.

[Donald Miller]

Yeah.

[Scottie Scheffler]

You know, a lot of the creators today, there's. There's a couple out there that I'll give as some examples. They are focused on. When they do events. They are focused on one thing and one thing only. They're focused on that one clip. They're focused on that one moment that grabs attention. So if you. If we can learn something from the biggest creators, I think of, you know, Jake and Logan Paul. You know those guys.

[Donald Miller]

Yeah, yeah. Gosh. They talk about. Know how to get attention.

[Scottie Scheffler]

They talk about this all the time. Recently, I was watching. They. They put out a show on hbo, kind of following them, and I've been watching it, kind of learning, really. And they talk about when he fought Mike Tyson. Jake Paul fought. Fought Mike Tyson.

[Donald Miller]

When he. When he. Let's please put that quote. When he, quote, fought, fought. Yeah. Because I think there were rules, like you can't hit each other. You don't get within 10ft. That's how that fight felt to me.

[Scottie Scheffler]

It was. Yeah. And. And that was a whole other conversation about Netflix and the disaster that that was and them streaming it.

[Donald Miller]

Well, it wasn't a disaster for either of those guys.

[Scottie Scheffler]

No.

[Donald Miller]

Disaster for the.

[Scottie Scheffler]

For the streamers. Yeah. So. But what was interesting was they were talking about it and they had a moment right before the fight at the press conference where Mike Tyson slapped.

[Donald Miller]

Yeah, yeah, yeah.

[Scottie Scheffler]

That was the mo. That's. And they. They literally, you see them on camera celebrating afterward. We got our moment. That's all we were looking for, was that one moment. There's creators on YouTube right now who they. I watch again, golf stuff. They're not. They don't care about how they play. They're looking for one moment that grabs people's attention. That's all they care about. Cause they know they've got you hooked in. There's something to be said about finding that one moment like Nike did, that one moment that Skechers could have found that one moment for Mark. There are moments for brands out there that if you find that the amount of lift and uplift to your brand is massive.

[Donald Miller]

Yeah. And you can get. And you can get good at it. It takes practice, but you can get good at it. Now, let's also say this, Ky. I think a lot of people, what they fear is pushback.

[Scottie Scheffler]

Yeah.

[Donald Miller]

And I would actually say pushback ain't bad. It's not bad.

[Scottie Scheffler]

It's attention.

[Donald Miller]

It's attention. And you don't want pushback on the quality of your product. But there's a lot political pundits, they make a good living by pissing off half the country. And I'm not a fan of that. That's not me personally. But look, if you follow me on Instagram, if you follow me on Instagram, I've noticed that I'll post a little bit about narcissism here and there. The actual narcissist can't stand me. Right. They don't like me revealing their games. Their games. And so I'm perfectly willing to make that villain, to make that enemy. And I think there's an interesting question here. For brands, another way of getting attention is pick a fight. Pick a fight. Who are you picking a fight with? Okay, let me give you an example. Our friend Dave Ramsey. Dave is one of the most, first of all, Dave is one of the most gentle, kind human beings I've ever met. I mean that dude is, he's a grandpa. He's married to just the sweetest, sweetest woman. But he's smart enough that when they turn the frickin radio on, he says a thing or two. And by the way, he's also very, very principled. So it's authentic. He's made an enemy out of credit card companies. Right. And credit card companies, by the way, have billions and billions and billions of dollars. That's a terrifying enemy. But he'll take him to court, you know, he'll be like, sue me, let's go. He says. And do you think it's benefited him a little bit? A little bit, yeah. I think he's making $300 million a year. Right.

[Scottie Scheffler]

And paying cash for everything.

[Donald Miller]

And he, and he has a stated villain. Yes, a stated enemy. He's also, he's also very smart. Like he doesn't burn bridges, he doesn't, he doesn't make enemies for the sake of making enemies. They're real enemies. Yeah, But I think we can all learn from that as well.

[Scottie Scheffler]

Yep. I think keyword in this controlling idea is attention is your friend. Attention is your friend.

[Donald Miller]

You know how to get it the way.

[Scottie Scheffler]

There are ways to go about it. I think there's this idea that this just naturally happens, like in the moment. Someone just like, let's just make this quick post again. I don't agree with that. I think you broke it down. There's a tension in this and you have to be intentional. You have to set it up, you.

[Donald Miller]

Have to move yourself, you have to talk about it, move yourself, create it.

[Scottie Scheffler]

You have to have a talking point. You've been talking about this a lot sound bites for your brand. You have to know the problem you solve. You have to work through those things. I think one of the things we'd be remiss. There are people who can help you do this. I think we've created a great community of people who are experts in messaging. And that's the Storybrand coaches.

[Donald Miller]

Yep. You can go to marketingmadesimple.com and find a coach and they're gonna help you analyze this. But it's important to get an outside perspective because we are so close to our products and services that we don't even know what's provocative about them.

[Scottie Scheffler]

We actually had a coach come in and help us with something and he called it out. He called out the thing that was too close to our face and he called it out and it was very valuable for us to go. You're right.

[Donald Miller]

Yeah, we didn't see that. Wouldn't have seen that.

[Scottie Scheffler]

We did not see that. So there's ways and there's resources out there to do that. So, Don, thanks again for joining us. This is another great.

[Donald Miller]

Loved it.

[Kyle Reed]

Thanks for listening to the why that Worked podcast presented by StoryBrand A. If you like the show, follow wherever you get your podcasts. And if you're Enjoying this on YouTube, hit that subscribe button and leave a comment letting us know what you think and what you want the guys to talk about in a future episode. Curious about how StoryBrand AI can help you create clear, effective messaging? Well, you can try it out right now and create a free customized tagline for your business. Just go to storybrand AI. Thanks for listening and we'll see you next time.

[Donald Miller]

Sam.