taking action


Created more than 30 years ago, Nike’s ‘Just Do It’ is still one of the world’s most memorable slogans. It inspires taking action.

It works because it motivates people.

Nike is about sports and working out, and ‘Just Do It’ sounds like a personal trainer, pushing you to get up from that couch and do the work to get results.

In addition, the slogan is universal and intensely personal. “It was about the ultimate statement of intention,” the group said. “It had to be personal. It wasn’t about a company telling you what to do. It was a company telling you that you know what the right thing is to do”.

If you don’t get it done, you will never see the full benefit of achieving accountability – overcoming your circumstances and achieving the results you want.

When you combine the notion of accountability with the objective of accomplishing better results, you create an empowering and guiding beacon for activity. In short, you can inspire taking action.


  1. Stop waiting until conditions are perfect. There is always something that is not right or could be better. Take action now and make adjustments as you move along.
  2. Take continuous action. Once you get started, continue to take continuous action. It doesn’t matter how slowly you go, just don’t stop. 
  3. Use your action to overcome fear. Often the most fearful part of doing something is thinking about doing it, because once you’re actually doing it, the fear and anxiety disappear. 
  4. Stop over-thinking things. We sometimes analyse things to the point where we can’t move forward (and analysis paralysis sinks in). Just start. Just do it.
  5. Focus on the present. Don’t be side-tracked by the past, or worried about the future. Eliminate all distractions and keep your attention focused on the here and now. 

Just do it. Just start.

It might sound too simple but these words are powerful. Over-thinking and procrastination are common and it is easy for us to get distracted. But it compounds the problems we need to face and increases our stress levels. 

If you don’t want to think about the task or challenge ahead of you, focus on the long-term consequences of not completing the task, or solving the problem. What is the alternative if you continue to avoid ‘just doing it’?!

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