CHAPTER 1

Meet The New Corporate Facts of Life

It is not the strongest of the species that survives; nor the most intelligent that survives. It is the one that is most adaptable to change.

—CHARLES DARWIN

FEW LOGOS ENJOY as much global recognition as the Nike Swoosh. You see it on people's clothes and shoes all over the world. But Bill Bowerman and Phil Knight, founders of the iconic Nike brand, never thought of themselves as mere apparel and footwear salesmen. It all started when Bowerman, a nationally recognized track-and-field coach at the University of Oregon, always searching for ways to improve the performance of his athletes, joined forces with one of his former runners to create and market better running shoes. One of the company's early ...

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