The Incredible Discoveries of Ian J. Spector

Spector is surprised that many people do consider Chuck Norris to be the ultimate badass based on the jokes he’s helped propagate.

“A lot of people only became aware of him after the jokes became popular,” he said.

He may have a point, says Los Angeles-based branding expert Grant Powell.

“The jokes may have been the best thing that’s ever happened to Chuck Norris’ career,” Powell said. “They’re so over-the-top. They wouldn’t work for, say, Steven Seagal because Norris takes himself so seriously that he doesn’t take himself seriously.”