The Anatomy of ‘Air’: 10 Public Speaking Tactics from Vaccaro’s Speech to Michael Jordan.
Public speaking is an audition for leadership — a harmonious performance of logic, credibility, and emotions that can influence, ignite, and inspire change. This dynamic interplay of persuasion is vividly illustrated in Sonny Vaccaro’s inspiring speech to Michael Jordan in the film “Air.”
Just like Jordan, who became synonymous with the concept of flight, leaders can ascend to influential heights by mastering the art of public speaking — an art that demands precision, strategy, and the courage to take the shot when the game is on the line.
This unforgettable speech serves as a masterclass for leaders aspiring to utilize public speaking to amplify their influence and catalyze their organization’s growth.
In this article, you will discover the anatomy of the “Air” Speech, its foundation on Aristotle’s three modes of persuasion: ethos (credibility), logos (logic), and pathos (emotion), and 10 Actionable Tactics you can use to design your voice above the noise.
The Game Plan: Breaking Down Vaccaro’s ‘Air’ Speech
Vaccaro’s speech is segmented into three distinct segments: the opening, the body, and a strong finish, each serving a unique function. (you can read the speech, the numbering, and my notes in the above analysis picture)
Opening (Lines 1–5):
Vaccaro’s unexpected opening statement is a playbook worth studying. He immediately disregards the usual materialistic concerns (money and shoes) and focuses on a deeper pursuit — the quest for immortality. It’s a message that beautifully captures the ethos of Nike, and it sets the tone for the rest of his speech.
Body (Lines 6–36):
Vaccaro tells a story. He paints a vivid picture of a potential future, illustrating the cyclical nature of struggle and success, akin to the classic Hero’s Journey narrative. This part is the strategy: It’s not a sales pitch — it’s an invitation to the future.
Strong Finish (Lines 37–44)
Vaccaro pivots back to the start, underlining that the shift from the material to the spiritual isn’t just vital for Jordan — it resonates with all of us, affirming our need for heroic inspiration.
This structure can be your blueprint for any presentation:
- Start your speech with a powerful statement that encapsulates your core message and aligns with your ethos.
- Leverage storytelling with a mix of logic and emotions to communicate your strategic vision as an invitation worth joining.
- Reinforce your message and motivate your audience to act towards a higher purpose.
Translating the “Air” Speech into 10 Actionable Tactics
Now, Let’s dissect this speech paragraph by paragraph and turn it into a series of tactics on Public Speaking for leaders:
Tactic 1: Make the Opening Shot Count
Like Vaccaro, start with a bang. Your opening statement is your first shot at attention and should be impactful and intriguing. You may begin with a question, or a bold statement, like “Forget about the shoes. Forget about the money.” Remember, your opening words lay the groundwork for your narrative. You can spot a first-class leader by the quality of their first words.
Tactic 2: Use Strategic & Suspenseful Storytelling
Vaccaro uses suspense and storytelling that transports you emotionally to a gripping basketball match. Notice that he didn’t say: “Let me tell you a story,” instead, he took Jordan’s metaphorical hand and said: “I’m gonna tell you the future.” See the difference?
As a leader, boredom is your enemy. But stories, when crafted strategically, keep your audience on the edge of their seats. How can you do that? Don’t inform your team about your vision; invite them to a promising future.
Tactic 3: Connect on a Personal Level
Vaccaro’s speech brims with resonance and emotionally charged words such as “immortality,” “betrayed,” “humiliated,” “greatness,” “forgotten,” and “eternal.” Such a choice of words requires you to empathize and to be brave enough to reveal your vulnerability.
Most often, people in leadership positions shy away from phrases that portray personal struggles. True leaders share their pain as a shortcut for their team’s gain; thus, they touch hearts, provoke thought, and create deep connections.
Tactic 4: Use the Art of Contrast
One of the most underrated leadership skills is contrasting opposing ideas. The process of identifying contrast gives you clarity and offers your team a holistic spectrum to connect the dots.
Notice how the highs and lows of fame and success are juxtaposed in the speech, providing a multi-dimensional and believable perspective. Also, contrast lets you condense your ideas (“A lot of people can climb that mountain; It’s the way down that breaks them,”) turning them into memorable and repeatable phrases.
Tactic 5: Repeat to Reinforce
Vaccaro employs repetition to reinforce essential ideas in different ways: “immortality,” “We build you into something that doesn’t exist,” and “Everyone at this table will be forgotten… You’re gonna be remembered forever.”
Why? Repetition helps the audience digest your ideas. Developing various articulations for key points acts as the building blocks for your audience’s understanding. Martin Luther King’s repetition of “I Have a Dream” is not coincidental.
Tactic 6: Uphold the Truth
Vaccaro’s honest and unpolished truth enhances his credibility. He’s desperate to sign Jordan but devoted to his and Nike’s vision.
The problem with most leaders is that they usually compromise what they stand for with what they say. “I’m gonna tell you the truth,” said Vaccaro to Jordan, then articulated it without sugarcoating. This is an invaluable lesson: Ensure your words mirror your convictions, even when the truth feels like an uncomfortable opponent.
Tactic 7: Stimulate the Imagination
“The greatest thing by far is to be a master of metaphor.” Aristotle. (This applies to analogies and similes.)
Vaccaro uses the analogy of climbing and descending a mountain, invoking a visual journey of struggles, solitude, and success. Before you deliver a talk or a presentation, spend some time crafting vivid analogies to create mental pictures in your audience’s mind. This will help you turn complex ideas into unforgettable images.
(Read my previous article: Are you speaking with analogies?)
Tactic 8: Use Reflective Questions
Who are you?
It’s a simple question. You might have skipped answering or chosen to reflect for a minute. But isn’t that what great leaders make us feel and do? They spark introspection, whether through their words or their works.
The “Who are you, Michael?” is for Jordan as much as it is for us. Great communicators help their audience reflect on their lives and stimulate active thinking. Always ask reflective questions when presenting, even if you are not expecting an answer. It’s a technique to help your audience connect with their inner voice.
Tactic 9: Smooth Transitions
Vaccaro needs Jordan’s buy-in, but he understands he’s not selling a product; he’s selling a result: “A shoe is just a shoe until somebody steps into it — then it has meaning.” This transition ties back to the introduction and prepares the audience for the conclusion.
This is a great lesson that many top speakers forget: You can’t keep your audience’s attention for long unless you tease them with a transition. Now, they’re curious about what’s coming next!
Tactic 10: Finish Strong and Inspire Action
Word by word, block by block, Vaccaro appealed to the profound meaning of Jordan as an immortal superstar. Granted, it’s not about the shoe, but is it just about Jordan?
The power of this speech is its journey from the material (shoes, money) to the spiritual (meaning, immortality). Then, even more: Vaccaro ends his speech with a call to a higher purpose to touch us all.
Though Jordan is the Hero of the story, his story “is gonna make us want to fly!” Do you feel that? If you want to make the same impact, close your speech on a high note with an inspiring purpose-driven message.
Public speaking isn’t a mere sideline skill — it’s a leadership slam dunk.
It enables you to articulate your vision, infuse your team with purpose, and steer your organization’s strategy. Like a seasoned coach, your words have the power to motivate and guide your team toward victory.
Incorporating these ten tactics can enhance your leadership style, inspiring a purpose beyond the product or service.
The most influential leaders empower us to reach our potential and discover the Michael Jordan within each of us so that we, too, can fly!
If you enjoyed this article, follow and connect with Leopold Ajami on Linkedin.
Leopold is a Creative & Strategic Consultant and a Public Speaking/Communication Coach. He’s the Founder of Novel Philosophy, a professional coaching academy for future leaders.
Additional Resources:
Check out Leopold’s Podcast: Ideas On Trial.
Read this recent article on the art of clarity: Decoding Clarity and Stage fright is Not about the stage.
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