Guy Kawasaki re-Fram Ing of a Miss Ion
Ni Ke has a great customer slogan, arguably one of the best customer slogans ever created: "Just do it." I love that slogan, but a slogan is not a mantra. A mantra's purpose is to remind employees what they exist for, why they go to work where they do. A Nike employee goes to work for authentic athletic performance. That's what this company stands for; that's its mantra: "authentic athletic performance."