One of the most incredible advertising slogan of my lifetime is ‘Just Do it’ by Nike. It’s a fascinating story how this one slogan changed the whole market dynamics of Nike and took it ahead of Reebok
In 1977, a convicted murderer Gary Gilmore was executed in Utah. Before the firing squad he was asked any final thoughts and he said, ‘Let’s do it’. Dan Wieden one of the founders of the ad agency was trying to come up with a tagline for Nike. He remembered what Gilmore had said
He tweaked it to Just do it. The reason this slogan caught up is because it’s neutral. Doesn’t promise anything good or bad will happen if you do or don’t do it. It just commands to do it whatever it is. U dream up the rest. That’s incredible powerful.
‘Just do it’ is a call to action. It’s time you make a similar call to yourself. I go to the gym. I go for a walk. I eat healthy food. Writing your behaviours in first person, present tense form.
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