When the Trail Blazers told Bobby Knight they needed a center, he told them to draft Michael Jordan anyway—“Then play him at center.” That story isn’t just sports legend. It’s a masterclass in recognizing talent that doesn’t fit the box—but changes the game entirely. If you’re hiring event talent, the real question isn’t what role are you filling? It’s who are you building toward?

When Southwest Airlines recently announced a new $35 fee for checked bags, it didn’t just spark outrage—it violated a brand promise. For years, “Bags Fly Free” wasn’t just a slogan; it was a pillar of the airline’s identity