This is an internal document from Nike. It was flashed up during a documentary. Brought to you by the magic of freeze frame and hard staring!

NIKE PRINCIPLES

• 1. Our business is change

• 2. We're on offense. All the time.

• 3. Perfect results count -- not a perfect process.

  Break the rules; fight the law.

• 4. This is as much about battle as about business.

• 5. Assume nothing.

  Make sure people keep their promises.

  Push yourselves push others.

  Stretch the possible.

• 6. Live off the land.

• 7. Your job isn't done until the job is done.

• 8. Dangers.

  Bureaucracy.

  Personal Ambition.

  Energy takers vs. energy givers

  Knowing our weaknesses

  Don't get too many things on the platter

• 9. It won't be pretty.

• 10. If we do the right things we'll make money damn near automatic.