After my post about Nike/Jordan, here’s another.
But before we get there … I need to take you on a little story.
Years ago, Wieden Tokyo were doing some research for Tabasco Sauce.
As part of the adventure, we went to the American south and interviewed chefs from the region.
One of them told us something that had a huge impact on me.
“The more confident the chef, the more simple your dish”
I love it.
For me, it communicates everything about belief and confidence.
Saying and doing exactly what needs to be said and done and not a sentence more.
Sadly this is a lesson that seems to have been forgotten.
Nowadays, companies have endless pages of terminologies, explanations and behaviours … often to disguise the fact that they don’t really know who they are or what they are here for.
I recently met a Venture Capitalist who told me the biggest mistake companies make is not knowing what business they’re in.
They think one thing but are something else.
And by not knowing this they undermine their present and their future.
However recently I saw something that showed me a company who ‘gets it’.
A company who has always ‘got it’.
Similar to the Apple memo I wrote about recently, this is a celebration of knowing who you are.
As you will have already worked out – mainly because I said it in the first line of this post – it’s NIKE.
Look at this document from the 70’s, entitled ‘Principals’.
One page.
Clarity and direction.
Fight and function.
All you need to know about what how the company behaves, what it values and what it believes …
I love it.
I love how it is so simple yet says so much.
I love how it acknowledges what it can control and what it can’t.
I love how it conveys the attitude of the brand through the battle it is undertaking.
I love how it celebrates the ugly reality of hunger, ambition and commitment while also advocating integrity and responsibility.
But most of all, I love how it acknowledges that they’ll make money as a byproduct of what they do rather than that being the focus.
And while they don’t mention the words ‘sport’ or ‘athlete’ anywhere in this page, it’s not hard to see what they are describing are the principals of building a team.
One that has a common goal, a common fight and a common belief and reliance on each other.
All on a single page.
Which is still their single page [albeit with an updated swoosh]
Because they are confident in know who they are and what they are about.
In these days where companies churn out endless pages about who they are … endless statements about what they do … endless updates to their terminologies, platforms and positioning statements, I find it interesting the companies that attract the most loyalty from audiences and the most jealousy from corporations are the ones who have been fiercely consistent about who they are, what they believe and what they stand for.
All expressed succinctly, yet passionately.
From Apple. To Nike. To Wieden.
Because the more confident the company, the less they need to say about themselves.