It has been the core of their brand for 100-plus years. They not only tell the hero’s journey, but they use failure to turn it into Yankee lore. Steinbrenner was a master storyteller; he could not only capture the Yankee story but he could stoke it. Even when things didn’t go well, they embraced individual struggles and looked for opportunities at redemption; as an example, consider Darryl Strawberry. Now, they have the YES Network where shows like Yankeeography share great stories about players from past and present, and others like Stars and PinStripes share stories from celebrity Yankees fans. Importantly, it isn’t just a story that the brand owns—it is a shared narrative between New Yorkers, fans, and the Yankees. This use of failure, redemption, and success helps make the organization a little more human and a little more relatable, and these stories are helping the fans get closer to the brand. In a sense, the Yankees story extends beyond their own media platforms into ones they don’t even own. All-time Yankee great Derek Jeter started the Players’ Tribune a couple years ago to give athletes a chance to share their own stories; several of his former teammates have used the platform to do just that. It isn’t about a carefully structured message but rather about sharing experiences through stories so that we are more deeply communicated.