Phil Knight, founder and former CEO of Nike.
In all of his speeches or sales pitch, he didn’t say what Nike does or how they are better.
He certainly didn't attempt to differentiate the company based on price. Instead, he told a story that explains Why Nike exists.
Once, during his speech he looked across the audience and asked those who run to stand up. A good percentage of the room stood up. Then he asked those who run three or more times a week to keep standing; everyone else was asked to sit down.
Looking out at the people left standing, Knight said, "we are for you."
"When you get up at 5am in the morning to go for a run, even if it’s cold and wet outside, you go. And when you get to mile 4, we’re the one standing under the lamp post, out there in the cold and wet with you, cheering you on. We’re the inner athlete. We’re the inner champion.”
Without a single mention of their latest technologies or which athletes wear their products, Knight makes a vastly more compelling case for Why we want Nike in our lives. Nike may or may not be better, but we are drawn to them because they have a cause or purpose.
They know and we know Why they do what they do. Phil Knight knows Why Nike exists and he tells us.
It is the same purpose, cause or belief that inspires his employees as well as his customers.
“Just Do It” is more than a tag line, it’s a motto. It’s a cheer. It’s a rallying cry.
The mistake many leaders, salespeople or marketers make is that they tell us what the company does and how they think they are better, but is not a single mention of Why the company exists in the first place.
And it’s also the Why that matters most in a purchase decision. People are not attracted to what you do, they are drawn to Why you do it. And Why is what truly differentiates one company from another.
Nike doesn’t want to make products for everyone, they want to make products for champions. Champions are not the ones who always win races, champions are the ones who get out there and try, and try harder the next time, and even harder the next time.
Champion is a state of mind. They are devoted. They compete to best themselves as much if not more than they compete to best others.
Champions are not just athletes. Champions are entrepreneurs, politicians, nurses, soldiers, students and more. Nike wants to make products for all champions.
What Phil Knight can do that so many other CEOs can't is put his company’s Why into words.
Because he can, so can all those who work at the company.
Nike and most companies in the world built on brand equity in industries in which there is little to no real difference between one company's products and another's.
Now we all know what Nike stands for.
Before your customers can know your Why, you must know it. If you don’t know Why you do what you do, how will anyone else?
Only when that feeling is translated into words can it become actionable and scalable.
Only when others can repeat your Why as clearly as you can, can you lead.
When you lead, you never have to sell on price.
In 2020, Knight was ranked by Forbes as the 26th richest person in the world, with an estimated net worth of US$39.2 billion.
Know your WHYs. This is how you do it.
(Adapted from Simon Sinek's Start with Why)
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