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Lesson #3: A Clear Focus Will Take You Where You Want to Go
“We wanted Nike to be the world’s best sports and fitness company,” says Knight. “Once you say that, you have a focus. You don’t end up making wing tips or sponsoring the next Rolling Stones world tour.” From day one, Knight has had a clear vision about what he wanted his company to be, and where he wanted it to go. There have been many setbacks along the way, but it was in focusing on the larger end picture that Knight was able to keep Nike on track.

Lesson #5: The Storm of Criticism Can and Must be Weathered
As Nike’s market share has continued to grow since the 1980s, so too has the amount of public criticism levied against the company’s business practices. Whether it is focused directly on Knight, who has become the public face and the lightening rod of the company in the media, or against the company in general, the criticism is more often than not harsh and unforgiving.

Branding USPs etc Its a Bit More Complicated Than You Think
When you mention branding the really inexperience entrepreneur tends to think of their logo, whilst the business person who has read up a little thinks of their USP (unique selling proposition). The overall thinking tends to be that you slap your logo on everything, mention your USP a few times and you have branded your company! If only it was that simple.

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