Don’t do it

In the Forbidden City in Beijing there is a canvas with the words: Wu-Wei.


It means literally Not-doing.  It is an important concept of the of the Taoism and means non-action or not-doing. In the Tao te Ching, Laozi explains that beings (or phenomena) that are wholly in harmony with the Tao behave in a completely natural, uncontrived way. As the planets revolve around the sun, they “do” this revolving, but without “doing” it. As trees grow, they simply grow without trying to grow.


It reminds the character of Barthleby from Herman Melville. “I would prefer not to do it”. The principle of non-action.

Just do it

In the other hand we have the Nike-Philosophy. Just do it.

The slogan was coined in 1988 at an advertising agency meeting. The founder of Wieden+Kennedy agency, Dan Wieden credits the inspiration for his “Just Do It” Nike slogan to Gary Gilmore’s last words.

“Nike’s fundamental objective was to represent sneakers as a fashion statement to consumers, especially females, teens and males aged 18-40.”  “This led to customers associating their purchases with the prospect of achieving greatness.”


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