The 10 Principles of Nike

Do you live by a set of principles? 

We all do to some extent. But how many of us actually write them down clearly and keep improving on it?  

Go ahead and take a moment to scribble or type out what are some principles that you live by.  

Now apply that to your business and professional life. What are principles you practice at work, how are they similar, where are they different to your personal principles? 

It’s a fantastic exercise because it makes us clear the mind of clutter and focus on the big ideas that drive us forward. We talk about vision, mission, values a lot at FiveFour. Writing down your principles or your compass, is a way to get there.  

I was thinking about this because of a list I ran across from Nike. It is a list of 10 principles from an early internal memo at Nike, long before the company grew into a global brand.  

This list is rumored to have been written in 1977 by the first head of marketing, Rob Strasser, and was shared decades later by lead designer Markus Kittner. Here are the 10 points*:  

1. Our business is change. 

2. We’re on offense. All the time. 

3. Perfect results count — not a perfect process. Break the rules: fight the law. 

4. This is as much about battle as about business. 

5. Assume nothing. Make sure people keep their promises. Push yourselves push others. Stretch the possible. 

6. Live off the land. 

7. Your job isn’t done until the job is done. 

8. Dangers: 

– Bureaucracy 

– Personal ambition 

– Energy takers vs. energy givers 

– Knowing our weaknesses 

– Don’t get too many things on the platter 

9. It won’t be pretty. 

10. If we do the right things, we’ll make money damn near automatic. 

 *Source: Principles – For Collective Understanding, Focus and Orchestration (Note: Other employees claim Nike founder Phil Knight wrote the list.) 

Why should this matter in such a time as this?  

Principles are like our compass. They help us stay on course and are especially important during turbulent and uncertain changing times like these.  

Take the first principle for example: “Our business is change.” The purpose of doing business is to keep changing to help meet people’s needs in better ways.  

The moment we forget that, change will come as a shock or disappointment rather than an accepted norm and opportunity.  

When a principle reminds us about the purpose of our business, we are less likely to react foolishly but rather will wisely consider the opportunities in this season of change.  

Phil Knight built an icon and an empire with those principles. At FiveFour, we see important reminders and lessons in this list.  

Which one stands out the most to you? Why?