Did you recognize the slogan right away?
“Just do it” of course, it comes from Nike, the global sports brand that inspires people to push their limits. The slogan is simple yet brilliant at the same time. But do you know why?
What do you think is the most important word in that slogan?
(insert pause)
You’re thinking “Do,” right?
Well, then you’re with the majority.
Because imagine if Nike had simply said “Do it.”
That sounds harsh, doesn’t it?
As if it’s the easiest thing in the world or worse, like you should’ve already started by now.
You probably even hear “Do it!” in your head: louder, more forceful, maybe even a little aggressive.
And that’s perfectly normal.
That’s why the other camp is right:
👉 “Just” is actually the most important word in that iconic slogan.
That tiny word captures the moment of hesitation: that split second before you decide whether to go for it or not. Every athlete, every entrepreneur, every human being knows that moment.
There’s a JUST-moment in every decision you make.
And what Nike is really saying is:
We all feel it. Every single day.
Those are the moments that define your life.
Do you stand on the sidelines?
Do you hesitate, overthink, talk yourself out of it?
Or do you feel the fear and JUST DO IT?
💡 Let’s break it down: what makes Nike’s message so powerful?
1️⃣ Relatability – everyone knows that feeling of hesitation or challenge.
2️⃣ Repetition & consistency – staying powerfully visible (The Mere Exposure Effect, for example, explains this. I talked about it in an interview with Bloovi: you can find it [here]).
3️⃣ Emotion – everyone remembers a moment where they felt that same inner doubt.
4️⃣ Simplicity – short, clear, powerful. Everyone understands it and feels it as motivation.
So if you’re creating content or trying to deliver a message, keep these four things in mind.
Play with them. See what happens.
I promise you: it’ll bring you something.
Maybe not what you expect, but definitely something meaningful.
So… are you just gonna do it, my friend? 💛
