Nike Principles

This is an internal document from Nike. It was flashed up during a documentary. Brought to you by the magic of freeze frame and hard staring!


  • 1. Our business is change

  • 2. We're on offense. All the time.

  • 3. Perfect results count -- not a perfect process.

    Break the rules; fight the law.

  • 4. This is as much about battle as about business.

  • 5. Assume nothing.

    Make sure people keep their promises.

    Push yourselves push others.

    Stretch the possible.

  • 6. Live off the land.

  • 7. Your job isn't done until the job is done.

  • 8. Dangers.


    Personal Ambition.

    Energy takers vs. energy givers

    Knowing our weaknesses

    Don't get too many things on the platter

  • 9. It won't be pretty.

  • 10. If we do the right things we'll make money damn near automatic.