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How to sell without selling


Great branding is about identity – and it’s about matchmaking too. No one knows this better than the legendary co-founder of Nike, Phil Knight. When he and his partner, Hall of Fame track coach Bill Bowerman, started the sneaker company, they never tried to force-feed customers a product just to drive up the bottom line. They focused on one thing: making an excellent product for people who believed in the edgy Nike ethos. Because they knew, when there’s a mismatch between product and market, the bottom usually drops out. Instead, they told the world who the are, and then did everything they could to find their ideal customers. And made history. Cameo appearance: Eddy Lu (GOAT).

“At one point, we thought, ‘Well maybe we should try some advertising.’ ”

— Phil Knight
About the guest:

Phil Knight is the co-founder of Nike and its chairman emeritus. He’s the author of the NYTimes best-seller Shoe Dog; investor in Laika Studios; and a philanthropist, remaining involved with his alma maters, the University of Oregon and Stanford University.

About the host:

Reid Hoffman is the host of Masters of Scale. A Silicon Valley entrepreneur and investor, he’s known for his spot-on insights on how to scale a startup. He’s a partner at Greylock and co-founder of LinkedIn, and co-author of the best-selling Blitzscaling and The Startup of You.

Also featured in this episode:

Eddy Lu is the cofounder of GOAT, the online marketplace for premium sneakers for sneakerheads. GOAT now sells 100,000 styles of shoes.

You need to sell without selling. Great branding is about identity… and matchmaking.

Transcript of Masters of Scale: How to sell without selling
Masters of Scale’s mission is to democratize entrepreneurship. Launched in 2017 as a weekly podcast featuring Reid Hoffman, we’re now two weekly podcasts — Masters of Scale with Reid Hoffman, and Masters of Scale: Rapid Response, hosted by Bob Safian — as well as an award-winning daily learning app, a best-selling book, virtual and live events, and more, serving a global community of founders, funders, and leaders looking to innovate at scale.
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