It's hard to believe that a TV show based on a series of commercials with the same punchline -- an American football coach confused by the rules of soccer -- could have lasted beyond an episode or two. It's even harder to believe that it became an Emmy-winning hit with a cast invited to the White House to talk about mental health.

There's a lot to learn from the unlikely success of "Ted Lasso," the hit Apple TV+ show featuring Jason Sudekis as its mustachioed, wholesome namesake. Jeremy Egner's "Believe: The Untold Story Behind Ted Lasso, the Show that Kicked Its Way Into Our Hearts" is the best place to learn it.

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