这本书是Nike创始人之一Phil Knight讲述他和其他人共同创立Nike的过程，或者说今天的Nike是怎么来的。 这本书的名字叫Shoe Dog，书里Phil Knight是这样解释这个词的： > Shoe dogs were people who devoted themselves wholly to the making, selling, buying, or designing of shoes. Lifers used the phrase cheerfully to describe other lifers, men and women who had toiled so long and hard in the shoe trade, they thought and talked about nothing else.
有一本书讲Elon Musk，里面就有讲Elon是怎么创立ZiP2，PayPal， Space X，还有后来的Tesla。Elon是个极其聪明并且强势的人。Knight不同。整个Nike的人都不同。Nike创立的初衷是希望能够创造出为了那些热爱运动的人而生的鞋子。1960年代的时候人们是不太认同跑步的，并不像现在，大家提倡去健身，去跑步。那个年代是没有人穿着运动鞋去逛超市的。 Nike最开始并不叫这个名字，叫Blue Ribbon，是Knight在面对日本人的询问时，凭空想出来的。在他对日本人说这个是他的公司名字时，在美国根本就没有Blue Ribbon。
> Hayes couldn’t become a partner because he was too fat. Johnson couldn’t cope in the so-called normal world of nine-to-five. Strasser was an insurance lawyer who hated insurance—and lawyers. Woodell lost all his youthful dreams in one fluke accident. I got cut from the baseball team. And I got my heart broken.
这个团队里的每个人都足够出色和优秀，他们称自己为Buttface。 > Years later a famous Harvard business professor studying Nike came to the same conclusion. “Normally,” he said, “if one manager at a company can think tactically and strategically, that company has a good future. But boy are you lucky: More than half the Buttfaces think that way!”
他们都有一个共同点，那就是运动。他们都热爱运动，为运动甚至竞技体育带来的那种激情所倾倒。 >Pre reached down, found another level—we saw him do it. He opened up a yard lead, then two, then five. We saw Young grimacing and we knew that he could not, would not, catch Pre. I told myself, Don’t forget this. Do not forget. I told myself there was much to be learned from such a display of passion, whether you were running a mile or a company.
Knight给同样想创业或者有自己想法的人的建议 >So that morning in 1962 I told myself: Let everyone else call your idea crazy... just keep going. Don’t stop. Don’t even think about stopping until you get there, and don’t give much thought to where “there” is. Whatever comes, just don’t stop. That’s the precocious, prescient, urgent advice I managed to give myself, out of the blue, and somehow managed to take. Half a century later, I believe it’s the best advice—maybe the only advice—any of us should ever give.
谈判的基本准则 >the basic rule of negotiation is to know what you want, what you need to walk away with in order to be whole.
面对危机时 >Leaning back in my recliner each night, staring at the ceiling, I tried to settle myself. I told myself: Life is growth. You grow or you die.
当Knight终于得到他父亲的肯定时 >That might have been the night the swoosh became real to my father. Respectable. He didn’t actually use the word “proud.” But I hung up the phone feeling as if he had. It almost makes this all worthwhile, I told myself. Almost.
Knight如何定义赢 >I redefined winning, expanded it beyond my original definition of not losing, of merely staying alive. That was no longer enough to sustain me, or my company. We wanted, as all great businesses do, to create, to contribute, and we dared to say so aloud. When you make something, when you improve something, when you deliver something, when you add some new thing or service to the lives of strangers, making them happier, or healthier, or safer, or better, and when you do it all crisply and efficiently, smartly, the way everything should be done but so seldom is—you’re participating more fully in the whole grand human drama. More than simply alive, you’re helping others to live more fully, and if that’s business, all right, call me a businessman.