Don’t Just Disrupt How Consumers Think: Walk Your Talk

Back in 2012, the company Nike, an iconic world leader in athletic footwear and apparel, launched a campaign called “Find Your Greatness.” A powerful message meant to “inspire anyone who wants to achieve their own moment of greatness in sport.”

In a series of carefully crafted TV ads, you see footage of ordinary people and everyday athletes jogging, bicycling, skating with their peers, or running a marathon in a wheelchair.

“Greatness is not in one special place,” a narrator says, “and it is not in one special person.” The underlying idea is that we are all capable of the extraordinary; no one has to be part of the elite to push beyond their limits.

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