There’s a reason why “Just Do It” is the most famous tagline in the world and resonates across all cultures. Do you know what makes the tagline so powerful? It’s the word “JUST.” The word JUST is in there because Nike recognizes something we’ve talked a lot about in this book—right before we act, we first stop and think. “Just Do It” acknowledges that we’re all struggling to push ourselves to be better and do better. We all hesitate and wrestle with our feelings before we jump in. The word JUST tells us that we’re not alone. Every single one of us has these small hesitations.
