June 19, 2005
Just Do It
I hate that Nike has made this phrase so much a part of their identity, almost as much as I hate the whole "Can you hear me now?" campaign by Verizon. I dread getting a bad signal on my cellphone with someone and having to ask the question, it just seems so silly.
The "Just Do It" phase is a little different. I don't dislike Nike, or what they stand for. I won't buy their shoes for a variety of reasons, but I have nothing specific against them. I don't feel that the phrase is silly, or trite or meaningless as many branding vehicles can be. In fact, I think quite the opposite about the phrase. I find it to be a significantly powerful statement with unlimited potential for use. I only wish that someone with historical significance, or inspirational importance had said it instead of being the campaign of a corporate enterprise.
Think about it. Just do it, just do it. When you have something that is daunting, or difficult, if something makes you nervous, or is new and therefore there is the fear of the unknown - just do it. It's simple, it's easy. There is no fear, there is no hesitation - just do it. Muddle through, battle on, persevere - just do it. Life is all about trial and error - just do it. Infrequent is the instance where you try something for the first time and you are judged to be unfit. Pick up, dust off and just do it.
Done.