Masters of Scale Nike’s Phil Knight: How to sell without selling
Nov 10, 2020
Phil Knight, the co-founder and former CEO of Nike, shares insights on branding and identity. He emphasizes the importance of authenticity over aggressive selling, stressing the need to match products with passionate consumers. Knight reflects on Nike's evolution from focusing solely on elite athletes to appealing to everyday individuals, driven by innovative marketing strategies. He discusses pivotal moments, like Michael Jordan's influence and bold campaigns supporting social issues, showcasing how Nike built a legendary brand by staying true to its ethos.
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Encyclopedia Salesman
- Phil Knight's first sales job involved encyclopedias in Hawaii.
- He didn't sell a single one and learned that selling by deception is difficult.
Bowerman's Shoes
- Phil Knight's coach, Bill Bowerman, experimented with homemade shoes.
- This inspired Knight's interest in the footwear industry.
Blue Ribbon Sports
- Knight partnered with Onitska to distribute Tiger shoes in the US.
- He later partnered with Bowerman, who invested $500 in the venture.