Press Releases are often long, boring and contain a bunch of positive fluff that most consumers don’t believe in or care about. On March 18th of 1995, a press release worth reading was sent to the media with the shortest and sweetest message from Michael Jordan: I’m Back.

Those two words gave many unhappy basketball consumers that just watched the Houston Rockets and New York Knicks play in one of the most boring NBA finals ever something to be excited about.