“Success is built sequentially. It’s one thing at a time.” – Gary Keller, The One Thing
When I first read Phil Knight’s Shoe Dog and Gary Keller’s The One Thing, I didn’t immediately connect the two. But the more I reflected on Knight’s journey in building Nike from a car trunk operation to a global icon, the more I realized: he lived the principles of The One Thing long before the book was ever written.
Phil Knight’s story is about more than just running shoes. It’s about focus, passion, and persistence. It’s about doubling down on what matters most and letting go of distractions. If you’re a founder or a leader, Knight’s journey offers a masterclass in how to stay committed to your “one thing” and achieve extraordinary success.
Let’s explore how Phil Knight’s path embodies the principles of Gary Keller’s The One Thing.
1. Focusing on One Core Purpose: Running Shoes
At its core, The One Thing teaches us that extraordinary success comes from focusing on what matters most. For Phil Knight, his “one thing” was clear: running shoes.
In the early years of Nike—then called Blue Ribbon Sports—Knight didn’t try to launch with a variety of products. He didn’t chase shiny opportunities or spread himself too thin. Instead, he poured all his energy into importing and selling high-quality running shoes to a niche audience: athletes.
In Shoe Dog, he shares how he started small, selling shoes out of his car at track meets. It wasn’t glamorous, but it allowed him to focus entirely on understanding his core customers—the runners who would become Nike’s first loyal fans.
The takeaway for founders: Know your “one thing” and commit to it. Focus on solving one problem or serving one audience with excellence before expanding.
2. Saying No to Distractions
Gary Keller emphasizes the importance of saying “no” to anything that doesn’t align with your ultimate goal. Phil Knight practiced this instinctively.
In Shoe Dog, Knight talks about the temptations to diversify early on—to expand into other products or markets to generate quick cash. But he resisted. He knew that chasing too many opportunities would dilute his focus and jeopardize Nike’s mission. Instead, he doubled down on refining the running shoes and perfecting the customer experience.
The takeaway for founders: Every “yes” to a distraction is a “no” to your purpose. Stay disciplined and protect your focus.
3. Time-Blocking for What Matters Most
One of the core ideas in The One Thing is time-blocking: dedicating focused, uninterrupted time to your highest-priority tasks.
Knight didn’t use the term “time-blocking,” but he certainly lived it. He prioritized what mattered most—innovating products, building relationships with suppliers, and creating a strong team. While financial crises and lawsuits constantly threatened to derail him, Knight kept his eyes on the bigger picture.
A memorable example? Knight’s relentless efforts to build a relationship with his Japanese supplier, Onitsuka, even traveling to Japan multiple times to negotiate deals and secure the future of his company.
The takeaway for founders: Your most important work deserves your most focused attention. Block time for it and let the small stuff wait.
4. Compounding Results Through Incremental Innovation
In The One Thing, Keller talks about how small, consistent actions create compounding results over time. This principle is evident throughout Nike’s journey.
One of the most iconic examples is the invention of the waffle sole. Knight’s co-founder, Bill Bowerman, poured rubber into a waffle iron to create a new kind of running shoe sole that provided better grip and performance. This small innovation revolutionized the running shoe industry and gave Nike a competitive edge.
Knight didn’t chase overnight success. He and his team focused on small, incremental improvements that, over time, turned Nike into a leader in sports innovation.
The takeaway for founders: Big wins come from small, consistent efforts. Focus on doing the right things daily, and let time work in your favor.
5. Building a Team Aligned with the One Thing
Gary Keller emphasizes that success isn’t a solo act. To scale, you need a team that shares your vision and is committed to your “one thing.”
Phil Knight understood this deeply. He surrounded himself with people who believed in Nike’s mission to empower athletes. He didn’t hire for fancy resumes—he hired for passion and grit. His team, affectionately called the “buttfaces,” shared a scrappy, innovative spirit that kept Nike moving forward during its toughest times.
The takeaway for founders: Your dream is only as strong as the people you bring along for the ride. Build a team that believes in your mission as much as you do.
6. Staying True to His WHY
Keller writes that your “one thing” should align with your purpose—your big WHY. For Knight, that purpose was rooted in his love of running and his belief in its power to transform lives.
In Shoe Dog, Knight reflects on why selling running shoes felt different from his previous jobs selling encyclopedias and mutual funds. He writes:
"Driving back to Portland I’d puzzle over my sudden success at selling. I’d been unable to sell encyclopedias, and I’d despised it to boot. I’d been slightly better at selling mutual funds, but I’d felt dead inside. So why was selling shoes so different?
Because, I realized, it wasn’t selling. I believed in running. I believed that if people got out and ran a few miles every day, the world would be a better place, and I believed these shoes were better to run in.
People, sensing my belief, wanted some of that belief for themselves. Belief, I decided. Belief is irresistible.”
That belief in his product—and in the positive impact it could have—became the heartbeat of Nike.
The takeaway for founders: When your purpose and your work align, it doesn’t feel like selling—it feels like serving.
7. Resilience: Pushing Through the Tough Times
Perhaps the most inspiring connection between Shoe Dog and The One Thing is Knight’s resilience. He stayed focused on his “one thing” even when the odds were against him:
- Near bankruptcy
- Betrayal by his biggest supplier
- Endless rejections from banks
Knight didn’t quit. He stayed true to his purpose and trusted that his focus and persistence would pay off—and they did.
The takeaway for founders: The path to extraordinary success is never easy. Stay committed to your “one thing,” even when the challenges feel overwhelming.
Final Thoughts: One Step at a Time
Phil Knight’s journey in Shoe Dog is proof that extraordinary success doesn’t come from doing everything—it comes from doing the right thing. By staying focused on running shoes, refusing distractions, and aligning his work with his purpose, Knight built Nike into one of the most recognizable brands in the world.
For founders, the lesson is simple:
- Identify your “one thing”
- Stay focused
- Do it well, day after day
Because, as Knight and Keller both remind us, success isn’t about overnight wins. It’s about taking one purposeful step at a time.
What’s your one thing?
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