Thomas H Fairbanks

In Search of the Elusive "IT" Thomas H Fairbanks

The word "IT" has become a nebulous and often elusive word full of generalities and non-specific attachments. Individuals and organizations worldwide have long been searching for "IT"; a Holy Grail or a magical key. (That one mystical element that will unlock the "secrets" of life and our organizations - not as we know them, but as we hope them to be.) That illuminating, yet elusive, "IT" that can keep, so we hope, customers loyal and happy; employees committed and energized; and at the same time enable us to make tons of money while dominating the marketplace. A few years ago a global athletic shoe manufacturer devised an effective marketing campaign promoting the universal "IT" as a means to market their products. Nike's use of the term "Just Do IT!" soon appeared everywhere, from bumper stickers and billboards to global television and magazine advertising. "The 'Just Do IT' ad became both universal and intensely personal. It spoke of sports. It invited dreams. It was a call to action, a refusal to hear excuses, and a license to be eccentric, courageous and exceptional. It was Nike. This campaign is now ensconced in the Americana exhibit at the Smithsonian National Museum -- it truly became part of America's history." (Nike Timeline www.nikebiz.com) Through this work, it is my hope to examine our attitudes and beliefs; find clarity and add illumination to the path of your journey in search of the elusive "IT!"