How do you convince someone to trust the process when all they can see is the finish line?

Earlier I was sitting on the coach back from Cardiff.

I just remembered a snippet of a podcast I saw earlier on Instagram that I really wanted to watch.

Pull out my phone, open Spotify, and go to The Diary of CEO Podcast.

The newest episode reads ‘The Marketing Genius behind Nike’.

This is just what I’ve been looking for.

A way to learn more about the power of branding and storytelling that I can apply to my own pursuit.

Through my just-about-working wired earphones, Greg Hoffman starts talking about his long decorated career at Nike and what kept him so loyal to the company.

Whilst describing his approach to his work, he uses Nike’s old slogan to help illustrate his points.

I don’t know if it’s only me, but I didn’t know Nike had a slogan before the one that lives rent-free in everyone’s head.

“There is no finish line”

How had I never heard this?

I get why they changed it but it would have helped younger me to hear it from a brand he was obsessed with.

The idea is that it’s not the goal or the outcome that should be the focus its what happens along the race to get there.

The ups and downs.

The process of getting to the finish line is what should matter.

Then again, if I heard that a few years ago, it would have gone over my head or been overwhelming.

“What do you mean there is no finish line”

“What’s the point then?”

Why would you do it if there’s no end?”

But now it’s almost liberating.

The pressure is taken off to perfect all my work, to make this polished final product.

The focus is on doing the work that is needed today and just riding the waves of whatever the journey throws at me.

We are all never-ending works in progress.