The Awards Committee of The Unicist School has recognized the motto “JUST DO IT” of Nike with the Unicist Golden Eagle Award for notorious binary actions in business. This award is based on the recommendation of the Assessment Committee of The Unicist Research Institute.

The motto “JUST DO IT” is a catalyst of all value propositions that provides an ambiguous message that is interpreted in the context of the specific products. This message is influential, calls for actions and exceeds the boundaries of expectancies accessing the latent needs of people.

The motto of Nike is a binary action, which has been described as: “encourage people to do things”. On the one hand, the possibilities are opened by the encouraging action, and on the other hand, the results are ensured by fostering actions.

Its ambiguity and its association with a powerful isotype reinforce the desirability, accountability, and reliability of Nike’s value propositions.

Martin Alvaro
The Unicist Research Institute
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NOTE: Binary actions make things work. 100% of the business models of expansive businesses are based on binary actions that include the use of catalysts. Binary actions are two synchronized actions that, one the one hand, open possibilities establishing a functional context and, on the other hand, close processes to generate results. www.unicist.org