Shoe Dog

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Phil Knight
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Scribner 2016-4-26 Hardcover 9781501135910

具體描述

One of the world’s most influential business executives, Phil Knight is the founder of NIKE, Inc. He served as CEO of the company from 1964 to 2004 and continues to this day as Board Chairman. He lives in Oregon with his wife Penny.

In this candid and riveting memoir, for the first time ever, Nike founder and CEO Phil Knight shares the inside story of the company’s early days as an intrepid start-up and its evolution into one of the world’s most iconic, game-changing, and profitable brands.

In 1962, fresh out of business school, Phil Knight borrowed $50 from his father and created a company with a simple mission: import high-quality, low-cost athletic shoes from Japan. Selling the shoes from the trunk of his lime green Plymouth Valiant, Knight grossed $8,000 his first year. Today, Nike’s annual sales top $30 billion. In an age of startups, Nike is the ne plus ultra of all startups, and the swoosh has become a revolutionary, globe-spanning icon, one of the most ubiquitous and recognizable symbols in the world today.

But Knight, the man behind the swoosh, has always remained a mystery. Now, for the first time, in a memoir that is candid, humble, gutsy, and wry, he tells his story, beginning with his crossroads moment. At 24, after backpacking around the world, he decided to take the unconventional path, to start his own business—a business that would be dynamic, different.

Knight details the many risks and daunting setbacks that stood between him and his dream—along with his early triumphs. Above all, he recalls the formative relationships with his first partners and employees, a ragtag group of misfits and seekers who became a tight-knit band of brothers. Together, harnessing the transcendent power of a shared mission, and a deep belief in the spirit of sport, they built a brand that changed everything.

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剛入廣告行業的時候,拼命地通過案例瞭解所有的名詞,什麼是Cosumer insight,什麼是Proposition,什麼是Slogan,特彆是Slogan,每個企業主都想要那麼一款“響亮的,大氣的,朗朗上口的“slogan. 作為案例,學習瞭這句著名的“Just do it"。聽上去很簡單,也很響亮,不是嗎?人人...  

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##This book has everything! This book is everything! Gosh, I laughed and cried.

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