Why is ‘Just Do It’ more than a tagline, how is it a Narrative?

In this examination, I deconstruct Nike’s Narrative of ‘Just Do It’. We look at how this simple statement acts as a bridge between its external communications and it’s internal communication framework of Mission, Vision and Values. A good narrative does that for businesses. It unifies the vision of what drives people internally within the company and then invites their customers and clients through their marketing channels to join in that vision. This creates a seamless experience and places their customer center stage. Not only is ‘Just Do It’ a marketing tagline. It makes the Nike customer the main protagonist of their stories.

Narrative and Tag Line: Just Do It

Definition: What is a narrative? A narrative is an un-resolvable statement that drives a collection of stories forward.

Why is ‘Just Do It’ more than a tagline, why is it a Narrative?

Because it is a statement with no answer. It is open-ended and it is up to the viewer or listener to fill in the blanks.

Let me elaborate, if I said to you out of the blue, just do it. Your answer could be any number of things:

“Just do what?”

“For how long?”

“Why?”

You would have no idea what I was talking about.

But in the context of a story about sports or an active lifestyle, it could mean anything from –

Just get off the couch and go for a walk

Sign up for that Marathon

You can win this competition

The list goes on and on…

And that is the point!

This is how Nike has been able to use the same tagline for so long, it can evolve with the brand.

Simple open-ended taglines can also be a narrative. And a narrative is what lifts a brand from a product or service into a movement.

That is their external marketing. Let’s look at how that relates to their internal communication structure. How does the narrative work with the brand’s Vision, Mission, and Values?

A good narrative should be able to sit at the very top of the Vision, Mission and Values. It shelters them like the roof of a house and holds all of it together. Let’s examine the components of Nike’s internal communications structure and see how it relates to its external brand statement of ‘Just Do It’.

Vision Statement
Definition: A Vision Statement is a dream for a future.

Nike’s vision statement is ‘To remain the most authentic, connected, and distinctive brand.” The business continues to apply this vision statement to the way it tells stories and sells its products. This vision statement was emphasised in the corporation’s global growth strategy for 2015.

Let’s dissect the following words of Nike’s corporate vision statement:

  1. Authentic
  2. Connected
  3. Distinctive

Nike wants to be seen as real, have multiple touch points with their customers and be unique. This mission statement also uses the word, remain. This is key in understanding that they already see themselves as the market leader and in the vision for the company’s future they are going to continue to hold their space.

A good vision statement should represent an ideal future, a place that cannot be reached and should always be strived for.

Mission Statement
Definition: A mission statement reflects the day to day strategic plans that a company or business makes to continually move towards their view for the future represented in the vision statement.

Nike Inc.’s corporate mission is “To bring inspiration and innovation to every athlete in the world.” The company further states that everybody is an athlete, based on Nike founder Bill Bowerman’s statement, “If you have a body, you are an athlete.” This mission statement represents the company’s strategic goal of reaching out to the global leisure and sports footwear, apparel and equipment market. The following main components are in Nike’s corporate mission statement:

  1. Inspiration
  2. Innovation
  3. Every athlete in the world

It is important here to note what has been left out. They do not mention footwear, apparel, and equipment anywhere. This is a wise strategic move if they wish to provide services in addition to products in the future. For example, smart sportswear with monitoring and feedback through software may be a core service in Nike’s future.

The point here is that there is room to grow and move.

A good mission and vision statement should not be revised every year. It should have enough room to grow so it stays true for the foreseeable future. It should be as short as possible so it is easy to remember and repeat.

For a business to be a truly powerful communicator it must co-create their future with their clients and customers, a cohesive narrative is what holds it all together.

The question now is does ‘Just Do It’ sit cohesively at the top of the framework we just explored? I would answer yes. ‘Just Do It’ does encourage authenticity and connection. If we look at the Vision statement it is inspirational and does provide room for innovation.

Want to learn more about how your business narrative can work for you? Get in touch for a free consultation.

A Story Bridges The Gap From Innovation To Implementation!

Working in an innovation space can feel lonely when only a small number of people outside of your team understand what you are trying to accomplish. Or you are proudly rolling out a new project that solves a client’s problem, but they don’t understand how they fit in the solution. The program may be badly needed, but if the people who need your service don’t understand how it helps them, it won’t succeed. It is impossible to sell a product or service if you cannot clearly define it to your ideal customer, clients or co-workers.

Seeing your concept with an unbiased point of view is sometimes called ‘The Curse of Knowledge”.  While you may understand the value that you deliver if you cannot concisely explain why someone needs your offering getting a ‘yes’ can be very difficult. This applies to work colleagues as well to clients. If you cannot convey why a new process is important or what the changes to a program mean it is very difficult to get people to comply.

We can solve this problem with a strategic narrative.

A narrative strategy distils a complex concept into a simple story to create clarity around a project, product or service. This shareable story assists in forming a culture of understanding around your innovative solution to motivate people to get on board.

Let’s explain this in further detail with a simple story.

Your ‘Story’ needs to cross the bridge that divides a ‘New Project’ from the land of ‘Implementation’. Once the ‘Story’ journeys across this bridge it explains where it is going to people in the land of ‘Implementation’. ‘Story’ is successful on its journey because people in ‘Implementation’ understand how they can help it on its way.

This is how a story can work to bridge the gap between a new product or service and being embraced by clients, colleagues or the community.

True innovation relies on a clear vision for the future. This is where understanding your unique story becomes truly powerful.

Stories are not born spontaneously in a magical puff of smoke; they are shepherded into the world by a guide and supported by a flock. This shepherd is a strategic narrative advisor who creates clarity around the story of your work so it can move into the future.

Creating the world that we will live in tomorrow requires a bridge to connect your vision to a community. Let your story do the work for you.

Let’s chat! Schedule your 15-minute strategy call now!

Why Should I Care About Your Content?

Attention and time are at a premium. If you find you are experiencing information overload, so is your prospective audience.

And yet things do manage to grab our attention, how does that happen?

If matters to you, it will matter to someone else. Viral content is something people connect with so much they want to share it.

How do we tap into this power of caring and sharing?

Does this sound familiar? “Write about what you know” or “You can’t sell something you don’t believe in.”

Personal experience wrapped in a story creates a message that sticks. Where do these stories come from?

Imagine two rings, one ring is your personal story and one is your audience’s needs or interests. The goal is to find the sweet spot, that place that overlaps. That is the place where you harvest your stories from.

This is key to telling a story that gets noticed. People only pay attention to something that directly relates to their lives. This is out of necessity, there is so much content out there.

Connecting with and harvesting your own stories is a skill that can be learned. It is process of uncovering why you think something is important. Then fleshing out this ‘why’ into stories that illustrate your connection to what you do.

The next step is thinking about your customer base, what are their needs? What stories would appeal to them? You need to tell the right stories to the right people to grab someone’s attention. Creating a story that stands out is imperative to creating the traction you want with your audience. Focusing on universal themes like health, love, success or loss are powerful because we have all experienced these situations.

How can you tell if you story is worth telling? Make sure the story resonates with you first. First ask yourself, what do I love about this story? Tell your story to other people, what did they find interesting about the story? Take that feedback away and start crafting a narrative that sticks. Make the theme is universal enough to speak resonate with a large audience and small enough to include your unique point of view. It is your life that gives the story it’s meaning.

I will be facilitating a workshop at Pausefest on February 13, exploring the world of Explainer Videos. I will teach the fundamentals of creating a narrative for your video and my co-facilitator will focus on DIY techniques for producing your video. For more tickets and information visit the Pausefest website.

 

 

Explore Your Story

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Where do your most meaningful stories come from? From your lived experience. They come from your childhood, your friends, travels or working life.

How do you identify the stories that move you? You don’t forget them. You see or hear something and it reminds you of that event or time in your life.

Take note of this and take a moment to explore this story.

Ask yourself –

Why do I keep coming back to this story?

What aspects of this story do I re-tell the most?

Does this story motivate me to do something different or remember what is important to me?

There are no easy answers to these questions. They are open to interpretation.

Your unique life is a well which you can draw on. All the wonderful stories you need to tell just waiting inside you.

Use them to illustrate a point in a presentation or create a blog post or explain your business to a prospective client.

Remember if it is important to you, it is important to someone else. It will resonate. Tell and share your story.

Everyone Is A Storyteller!

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What’s next?

And then what happened? 

Two magical phrases every storyteller loves to hear. Your audience is on a journey with you until the end.

How do you know if your story is good? Our collective experience of sharing life on this planet means if you think your story is good, most other people will too. Falling in love, falling out of love, finding the thing you are looking for and losing the thing you were looking for. Most of us have been there or will experience these situations.

We all have a story to tell. We do not need permission to tell them. We just need to start. What’s your story? Share it with me.

Blog to Educate, Not Advertise!

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“Everyone you will ever meet knows something you don’t.” – Bill Nye

You are valuable. You have knowledge that other people do not.

We all know something that someone else doesn’t. What do you want to share? This is the essence of blogging. In today’s world we are all educators. We are out there describing what we do to the world.

Why is this important to your business? Advertising is dead and educating is here to stay. It is important that people understand your why you do what you do. That is your point of difference.

If you are running short on time, reblog or share an image. It doesn’t matter if it is not your original content all of the time. It is important that you share what resonates with you and your brand.

It is important to have a voice. Your ability to share what interests you, connects you to the best audience. They say “Sharing is caring”, so go ahead!

Start writing, educating and learning!

Your Story, Your Twitter, Your #Hashtag

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What are you passionate about? Last Wednesday evening at Twitterversity I had the pleasure of exploring other people’s passions. Twitter is a tool, a conduit for getting your voice out into the world to share our passions.

The really wonderful thing about Twitterversity is the connections and conversations that take place after the course has finished. During the class I encouraged people to Tweet introductions to link people in the class to a possible new connection. It is now two days after the course has finished and I am still getting introduced to friends of people in my class!

This generosity of sharing and connection is the cornerstone to building solid networks. A strudy framework supports us all, assisting us to achieve our goals. The more we support each other, the more we collectively become.

Our personal successes are tied to our generosity and our ability to support each other. Find people who are doing wonderful things and help them do it by sharing their story with others. Who knows they might share your story as well!

Create a narrative within your own story by using a custom hashtag. Mine is #yourflock. Find something that is unique, that is your own and encourage others to interact with it. If you have your own hashtag, Tweet me, I cannot wait to interact with your story!

Twitter Fundamental No. 6, Tell Your Story Like No One Else Can

Tell_Your_Story_Like_No_One_Else_Can_Spendlove_and_Lamb

I had a wonderful lunch this week with a woman who wants to start her own business. In the course of the afternoon we fearlessly tackled the big questions of life, love, death and new beginnings. This exploration was meant to help her understand how to approach the beginning of her business. In the end the simplest answer was the best and that is, start at the beginning.

Start writing your story. Start at the beginning. Your business is your story. When was the first time you sold something to someone else? Why did you do it? What has changed between the first business venture and why you are doing it now?

Learn to love and believe in your own story. We all have something to say. It is true that no one knows exactly what you know and no one can say it exactly the way you can.  Your view is uniquely yours.

Your identification with your own business will help others identify with you. People like doing business with people. And not just any people, good people, people like them. So get out there and let everyone know what kind of person you are.

Start at the beginning when telling your story online. Write it all down and then break it up into bite-sized pieces for the world to consume. Be it on Twitter, Facebook or your blog.