Somewhere in a high-altitude training camp, a young runner stands at the edge of the track. She tightens her laces, adjusts her breathing, and waits. The coach, a grizzled veteran who’s seen thousands like her, watches. Finally, she mutters, “I just don’t feel ready.”
The coach doesn’t look up. He simply says, “No one ever is. Just do it.”
It’s the last thing she hears before taking off.
Nike’s legendary slogan isn’t just about sports. It’s about life, decision-making, and—if we read between the lines—personal branding. The reason it sticks isn’t because it’s catchy, but because it carries weight. It simplifies action.
So, let’s break it down, word by word, and see what it teaches us about building a brand that lasts.
“Just”—The Power of Simplicity and Urgency
A friend of mine once spent months preparing the perfect LinkedIn post. He drafted, rewrote, second-guessed, and ran it past everyone he knew. Eventually, he scrapped it. Why? Because he convinced himself it wasn’t “ready.”
Then, one day, he saw someone post a half-baked idea—messy, imperfect, and raw. That post went viral.
The difference? That person just posted.
“Just” is the great excuse eliminator. It strips away hesitation and forces action. Nike could’ve said “You Should Consider Doing It,” but that’s how people talk themselves out of things. Instead, Just says:
- Stop overcomplicating.
- There’s no perfect moment.
- Hit publish, send the email, make the call.
In personal branding, the biggest enemy isn’t competition—it’s hesitation. The best-known personal brands aren’t the most talented, they’re the most visible. They put their ideas out there. They just do it.
“Do”—The Emphasis on Action
Years ago, a young artist walked into the studio of Pablo Picasso and asked, “How do I become a great painter?”
Picasso didn’t offer a speech on inspiration or talent. He handed the young man a brush and said, “Paint.”
That’s it. Do.
Nike’s slogan doesn’t say “Think About It” or “Plan It.” It commands action. Because at the end of the day, no amount of strategizing builds a brand—only execution does.
I’ve seen countless aspiring entrepreneurs, writers, and speakers get stuck in the trap of preparation. They want to launch a podcast but need the perfect mic. They want to start a newsletter but need the perfect strategy. Meanwhile, someone else just picks up their phone, records a raw voice memo, and builds an audience.
Your personal brand isn’t what you say you’ll do. It’s what you actually do.
So the question isn’t, “How do I build my brand?” It’s, “What am I doing every day that builds it?”
“It”—The Universality of Purpose
One of the most famous stories in NASA’s history involves a janitor sweeping the floors in 1962. President John F. Kennedy was touring the space center and asked him what he did there. The janitor, without missing a beat, replied:
“I’m helping put a man on the moon.”
He could’ve said “I clean floors,” but he understood the bigger picture. He knew his It.
Nike didn’t say “Just Run” or “Just Train.” That would have limited the message. It is open-ended. It is whatever your personal Everest is.
For Oprah, It is empowering people. For Elon Musk, It is building the future. For Nike, It is unlocking human potential.
For you, what is It? If someone asked you in one sentence what your brand stands for, could you answer it as clearly as that janitor did? If not, your It is too vague.
The strongest personal brands stand for something. They don’t just exist—they move toward a mission.
The Branding Lesson: Clarity, Action, Purpose
Nike’s slogan is a masterclass in branding because it does three things perfectly:
✅ A sense of urgency (Just) ✅ A commitment to action (Do) ✅ A universal purpose (It)
If you want your personal brand to have impact, ask yourself:
- Am I being clear and concise? (Just)
- Am I consistently taking action? (Do)
- Does my brand stand for something bigger than myself? (It)
Because at the end of the day, no one ever feels ready. No one ever feels like they’ve got it all figured out.
But the ones who succeed? They Just Do It.
What’s your It? Let’s talk. 🚀
