The Nike trademark coined in 1988 has become a call-to-action for a generation. This "ultimate statement of intention...turned a niche brand into a global multibillion-dollar giant" (washingtonpost.com). The slogan launched the fledgling Nike brand into a 1,000% increase in sales over the next ten years.
The essence of the Just Do It message went far beyond shoe sales and athletics. As in Shia LaBeouf's viral Youtube video, the phrase became a rallying cry for overcoming exceptions of all kinds and not giving in to convenience, fear or procrastination in realizing your dreams. It was a ubiquitous reminder to be bold and brave, confident and adventurous.
And then there was the 49ers quarterback Colin Kaepernick inspiring the new Nike Just Do It campaign, "Believe in something. Even if it means sacrificing everything" adding another layer of meaning and inspiration to the logo. In terms of the fight against racism/sexism in America, I wholeheartedly embrace the risks.
But ramping-up the message of doing without regard for consequences has proven to be a little reckless. According to the American Physical Therapy Association, sports and recreation-related injuries top 8.6 million annually. And sports-related concussions have generated national headlines.
The good news is that we've become more of an embodied society-- we're more physically active and fitness-conscious than ever before in history. But I'm afraid the Just Do It mindset has had some unfortunate consequences. Research shows most sports-related injuries could have been prevented with proper education, equipment and conditioning. Some of us are not listening to our bodies, nor are we acquiring the skills and knowledge to perform at a high level mindfully.
Ironically, around the same time as the Just Do It campaign for Nike, the practice of Mindfulness came on the scene. In 1979 John Kabat-Zinn began doing research on Mindfulness-Based Stress Reduction that kicked-off a wave of positive outcomes for the chronically ill and the everyday-stressed such that his clinics and methods have become world famous. "Mindfulness is awareness that arises through paying attention, on purpose, in the present moment, non-judgmentally,” says Kabat-Zinn. “And then I sometimes add, in the service of self-understanding and wisdom” (mindful.org).
Perhaps we only think of Mindfulness in terms of meditation and deepening our experience on a spiritual level. Maybe we have even embraced being mindful to interrupt the stress response so openly reputed to be the cause of much of the disease in the world today. But we have tended to compartmentalize our enterprises using our minds for our work life, bodies for exercise and play, but do we think of being mindful about everything we do; really lingering in the process of the moment and attending to the how as well as to the what of our activities?
So here we have two parallel social movements, Just Do It and Mindfulness, co-existing simultaneously without realizing that they represent the yin and the yang of a balanced approach to everything we do. Yes we need to overcome doubt and inertia and go for the things we want in life. But we also need to understand why and how to do what we are doing. And to be present in the getting there as well as where we want to end up.
As a performance coach working with dancers, athletes, corporate executives and fitness aficionados I've had the privilege of observing individuals in a wide range of activities. Mostly I see people defaulting to habits of body and mind that they haven't always chosen or have yet to become aware of. I wrote about this a while back in my post What Were You Thinking.
Awareness of how my body and mind were connecting in every activity was an epiphany that changed everything for me as a dancer. Once I started to delve deeply into how and why my body is able to do what it does and to be present in every moment of what I was doing, I was able to perform with greater efficiency, safety and impact.
I made a similar discovery in my executive coaching opportunities. My first observation that clients were speaking without breathing (with awareness), cutting themselves off from their bodies and their authenticity, marked a turning point for me in my communication coaching. Pretty soon I discovered that it behooves us to understand the how and why in everything we strive for. The old adage knowledge is power really holds true.
Whether it's looking for a partner, a new job or promotion, striving for mastery as a motivational speaker or athlete, seeking a balance of throwing ourselves in headfirst (Just Do It) and attention to doing our homework on the best way of achieving our goals (Mindfulness) is the best course. What is it that you want most and what are your attributes that will make this possible for you? What else do you need to learn to ensure your success? How can you embrace the getting there rather than focusing solely on the outcome?
As you Mind Your Body this week, think about the balance of motivation and strategy, creativity and skill, boldness and intention. Just Do It (but...) with informed purpose.
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