Play by the rules, but be ferocious.
Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.
Make history or be a part of it.
It is possible to tell a customer "no", and have the customer thank you for doing it
Dream audaciously. Have the courage to fail forward. Act with urgency.
It doesn't matter how many people you offend, as long as you're getting your message to your consumers. I say to those people who do not want to offend anybody: You are going to have a very, very difficult time having meaningful advertising.