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Nike’s Phil Knight: How to sell without selling
Masters of Scale
Nike - What Are Our Core Values That Stick to Them?
Nike decided it was important to double down on their values, including the one that told them never to play it safe. They trusted that a love it would generate in athletes and fans would far away the anger it would raise in others. It was basically a system where we don't care how many people dislike it as long as enough people like us. And if you're wondering if this risk paid off, Nike saw a 31% increase in online sales in the wake.
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