Daniel Bonifaz's Key Ideas from Shoe Dog
by Phil Knight

We get paralyzed in thinking and rethinking things, but when we put ourselves into action the strategy becomes clear.

Get moving.

Phil asked himself 5 questions every time he was at a crossroads:

• What do I know about the situation?
• What does the future hold?
• What is the first step I should take?
• What's the next one?

Ask yourself the right questions.

"Don't tell people how to do things, tell them what to do and let them surprise you with their results."

In the story, Phil is not the only protagonist. He knew how to find capable people and trusted that they would do better than him... And they did.

Supply and demand is usually the main issue in a business.

"If it's hard enough to invent, manufacture and market a product, the logistics, mechanics and hydraulics of getting it to the people who want it when they want it is what makes companies die."

Fear of failure will never be our undoing as a company.

It's not that we believed we wouldn't fail; in fact, we were sure it would happen. But we had faith that it would happen quickly, we would learn from it, and we would get better.

"I redefined the idea of winning, took it beyond my original definition of not losing, of staying alive."

(Winning)...was about creating, contributing, and we dared to say it out loud.

The philosophy builds the brand, not the product itself.

Footwear is a way to connect with humanity - and what better way to do that than by perfecting the hinge that connects each individual to the surface of the world?*"

This belief is what allowed Nike to be what it is today.

"When you make something, when you improve it, when you offer it, when you bring a new thing or a new service to a stranger's life and make them happier, healthier, safer or better off, and if you do it with care and intelligence..."