There’s a reason why “Just Do It” is the most famous tagline in the world and
resonates across all cultures. Do you know what makes the tagline so powerful? It’s
the word “JUST.”
The word JUST is in there because Nike recognizes something we’ve talked a
lot about in this book—right before we act, we first stop and think. “Just Do It”
acknowledges that we’re all struggling to push ourselves to be better and do better.
We all hesitate and wrestle with our feelings before we jump in. The word JUST
tells us that we’re not alone. Every single one of us has these small hesitations.
It’s the moment right before you ask to join the pick-up game that’s already
underway, the moment you contemplate whether to do a third set of reps, or when
you start to question whether you’ll head out the door for a run in the pouring rain.
The tagline acknowledges that you have excuses and fears and Nike is
encouraging you to be bigger than them. Come on...don’t think about it...JUST DO
IT. I know you’re tired...JUST DO IT. I know you are afraid...JUST DO IT.
Nike’s tagline is pushing you to move past that doubt and get in the game. Nike
knows that there’s greatness inside of you, and it’s on the other side of your
excuses. It resonates profoundly because every single one of us, even an Olympic
athlete, needs a PUSH. And that’s where the #5SecondRule comes in; the Rule is
how you push yourself when no coach, competitor, parent, screaming fan, or
teammate is there to push you. With the Rule, you just 5- 4- 3- 2- 1 to push
yourself.
Is There a Five-Second Window of Opportunity for
Everyone?
Yes. There is a window for everyone between the moment you have an instinct
to change and your mind killing that instinct. While your mind starts working