Jordan's trainer sells winning as a three-tier system

The loss that started it all

The Orlando Magic knocked the Chicago Bulls out of the 1995 playoffs. Michael Jordan faced heavy criticism. His trainer Tim Grover told him he would see him tomorrow.

“I'll see you tomorrow”

Jordan's reflex became a business

Tim Grover, CEO of Attack Athletics founded in 1989, turned decades working with Jordan and Kobe Bryant into books, an online platform, and a pitch to executives on winning as discipline.

Three types of competitors

Grover's 2013 book Relentless sorts competitors into three tiers. Coolers show up and do what they are asked. Closers deliver results when conditions are clear. Cleaners get results no matter what.

The Relentless System costs five hundred ninety-nine dollars

Grover's online training platform The Relentless System sells for five hundred ninety-nine dollars with lifetime access. It includes modules on whether buyers are cleaners and lessons on deciding, committing and acting.

The Last Dance made the story famous

ESPN's 2020 docuseries The Last Dance became ESPN's most-watched documentary ever. Episode 8 revisited the 1995 series when Jordan returned from baseball and the Magic eliminated the Bulls in six games.

The win backfired on Orlando

Penny Hardaway said the Magic's win backfired. He told Sports Illustrated they had to attack Jordan before he attacked them, but all they did was anger him. The following season the Bulls swept Orlando.

“all we did was piss him off”

Grover's lesson from the loss

Critics warn that Jordan's aggressive mentality teaches leaders that being a jerk is the price of success.Grover sells the other half.For him, the lesson of 1995 was never the loss, but what Jordan said next.