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"Let's switch it up"

Name: "Let's switch it up"
Uploaded: 2026-03-04T10:00:00+00:00
Duration: 32 s
Channel: Shanli Liu, CPA, CTP
Description: In this brief monologue, the speaker contrasts Nike’s enduring "Just Do It" slogan with a recent experience at a portfolio company. The company hired a…

4 Mar 2026 · 1 min

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0:32

In this brief monologue, the speaker contrasts Nike’s enduring "Just Do It" slogan with a recent experience at a portfolio company. The company hired a new advertising director who introduced a series of fresh ad concepts. The founder, wanting to teach a lesson, allowed the new ideas to be produced and aired, but the ads performed poorly. The founder then suggested reverting to the proven hook that had driven success for three years, which immediately restored ad performance. The story underscores the principle that when a marketing message consistently converts, it should be repeatedly leveraged rather than constantly altered.

Chapters

Nike on its second year after Just Do It wasn't like, hey, Just Do It's kind of old. Let's switch it up. When you find a message that converts, you keep hammering the message. Our largest portfolio company hired a new advertising director. That advertising director came in with lots of new ideas. And so the founder, because he wanted to teach an important lesson to the advertising director, said, sure, let's do all of your ideas. And so he sat there, he sent the scripts, he recorded all these ads. What ended up happening is that they ran all the ads and and they didn't work. And so he said, hey, crazy idea, what if we use the same hook that's been working for 3 years? And they used the same hook and the ads worked.