Shoe Dog: A Memoir by the Creator of NIKE

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

The single easiest way to find out how you feel about someone. Say goodbye.

The cowards never started and the weak died along the way. That leaves us, ladies and gentlemen. Us.

So that morning in 1962 I told myself: Let everyone else call your idea crazy . . . just keep going. Don’t stop. Don’t even think about stopping until you get there, and don’t give much thought to where “there” is. Whatever comes, just don’t stop.

When you see only problems, you’re not seeing clearly.

You are remembered, he said, prophetically, for the rules you break. I

Life is growth. You grow or you die.

I thought back on my running career at Oregon. I’d competed with, and against, men far better, faster, more physically gifted. Many were future Olympians. And yet I’d trained myself to forget this unhappy fact. People reflexively assume that competition is always a good thing, that it always brings out the best in people, but that’s only true of people who can forget the competition. The art of competing, I’d learned from track, was the art of forgetting, and I now reminded myself of that fact. You must forget your limits. You must forget your doubts, your pain, your past. You

How can I leave my mark on the world, I thought, unless I get out there first and see it?

In the beginner’s mind there are many possibilities, but in the expert’s mind there are few. —Shunryu

I was a linear thinker, and according to Zen linear thinking is nothing but a delusion, one of the many that keep us unhappy. Reality is nonlinear, Zen says. No future, no past. All is now.

I’d tell men and women in their midtwenties not to settle for a job or a profession or even a career. Seek a calling. Even if you don’t know what that means, seek it. If you’re following your calling, the fatigue will be easier to bear, the disappointments will be fuel, the highs will be like nothing you’ve ever felt.

Like books, sports give people a sense of having lived other lives, of taking part in other people’s victories. And defeats. When sports are at their best, the spirit of the fan merges with the spirit of the athlete.

Have faith in yourself, but also have faith in faith. Not faith as others define it. Faith as you define it. Faith as faith defines itself in your heart. In

And those who urge entrepreneurs to never give up? Charlatans. Sometimes you have to give up. Sometimes knowing when to give up, when to try something else, is genius. Giving up doesn’t mean stopping. Don’t ever stop. Luck plays a big role. Yes, I’d like to publicly acknowledge the power of luck. Athletes get lucky, poets get lucky, businesses get lucky. Hard work is critical, a good team is essential, brains and determination are invaluable, but luck may decide the outcome. Some people might not call it luck. They might call it Tao, or Logos, or Jñāna, or Dharma. Or Spirit. Or God. Put

Like it or not, life is a game.

But that’s the nature of money. Whether you have it or not, whether you want it or not, whether you like it or not, it will try to define your days. Our task as human beings is not to let it.

There were many ways down Mount Fuji, according to my guidebook, but only one way up. Life lesson in that, I thought. Signs

Driving back to Portland I’d puzzle over my sudden success at selling. I’d been unable to sell encyclopedias, and I’d despised it to boot. I’d been slightly better at selling mutual funds, but I’d felt dead inside. So why was selling shoes so different? Because, I realized, it wasn’t selling. I believed in running. I believed that if people got out and ran a few miles every day, the world would be a better place, and I believed these shoes were better to run in. People, sensing my belief, wanted some of that belief for themselves. Belief, I decided. Belief is irresistible. Sometimes

It’s never just business. It never will be. If it ever does become just business, that will mean that business is very bad.

Starting my own business was the only thing that made life’s other risks—marriage, Vegas, alligator wrestling—seem like sure things. But my hope was that when I failed, if I failed, I’d fail quickly, so I’d have enough time, enough years, to implement all the hard-won lessons. I wasn’t much for setting goals, but this goal kept flashing through my mind every day, until it became my internal chant: Fail fast.

History is one long processional of crazy ideas.

He was easy to talk to, and easy not to talk to-equally important qualities in a friend. Essential in a travel companion.

Hard work is critical, a good team is essential, brains and determination are invaluable, but luck may decide the outcome.

Don’t go to sleep one night, wrote Rūmī, the thirteenth-century Persian poet. What you most want will come to you then. Warmed

I refused to even consider ordering less inventory. Grow or die, that’s what I believed, no matter the situation.

People reflexively assume that competition is always a good thing, that it always brings out the best in people, but that’s only true of people who can forget the competition.

The art of competing, I’d learned from track, was the art of forgetting, and I now reminded myself of that fact. You must forget your limits. You must forget your doubts, your pain, your past.

If you’re following your calling, the fatigue will be easier to bear, the disappointments will be fuel, the highs will be like nothing you’ve ever felt. I’d

So that morning in 1962 I told myself: Let everyone else call your idea crazy . . . just keep going. Don’t stop. Don’t even think about stopping until you get there, and don’t give much thought to where “there” is. Whatever comes, just don’t stop. That’s

Beating the competition is relatively easy. Beating yourself is a never-ending commitment.

I wanted to build something that was my own, something I could point to and say: I made that. It was the only way I saw to make life meaningful.

When you make something, when you improve something, when you deliver something, when you add some new thing or service to the lives of strangers, making them happier, or healthier, or safer, or better, and when you do it all crisply and efficiently, smartly, the way everything should be done but so seldom is—you’re participating more fully in the whole grand human drama. More than simply alive, you’re helping others to live more fully, and if that’s business, all right, call me a businessman. Maybe it will grow on me. THERE

You measure yourself by the people who measure themselves by you.” I