Do not just do it

By Tim Middleton | 22h ago

Manufacturers of sports equipment have competed against each other in this area as well.

Just as schools have their mottos, ranging from the sublime Carpe Diem to the ridiculous “Learn or Get Out”, so companies spend a huge amount of thought (and money) in trying to capture the perfect slogan for their brand, something that will catch the attention, associate with the product and stay in the memory, so that people will be motivated to buy. Most readers will not need to be told what company has the slogan “Because you’re worth it”, or “The best a man can get” or “See What’s Next” or “Think different”. If we remember “I’m Lovin’ It” and “Finger Lickin’ Good”, the marketing teams have done their job. We go along with the product because of the slogan.

Manufacturers of sports equipment have competed against each other in this area as well. Puma came up with “Forever faster”, Reebok went with “I Am What I Am”, Adidas joined in with “Impossible is Nothing” initially then “All In Or Do Nothing” latterly, while Nike famously went for “Just Do It”. With regard to the latter slogan, some have questioned whether it is an inspirational rallying cry or a bullying command; we might add to that and ask if it is a request, a suggestion, an order, a threat, a plea. Is it just a matter of doing it so that it can be ticked off the list. Job done?

It may be seen as an unwise choice of slogan as children do not react well to being told just to do something. They do not want to be forced, told or threatened to do something if it does not suit or appeal to them. The phrase implies the child must do it now, no questions to be asked, no fuss to be shown, no fear to be involved, no care to be taken – just as long as it is done is all that matters. Is that how we want our children to react? We know full well what their response will be.

It also implies they should know how to do it, without being given any further explanation; it is like the teacher saying “I’ve told you what to do, so go and do it. I’m not going to help you”. And it is implying too that no thought should be given to the potential consequences nor should there be any expectation of reward. It is urging us to stop “faffing” around, to stop thinking about it.

Here is the thing: children must not just do it. For a start, as children fairly (justly, even) ask “why?”, so there should be a good reason for them to do what is required. There must be importance and significance, otherwise they have every right to question. Most importantly though, if we are encouraging children to develop the five Cs of twenty-first century learning, (for which we might just add our own slogan “Must Do It”), then the slogan to just do it is totally inappropriate. Children need to learn Critical Thinking, to ask questions, to find reasons, to work things out for themselves (we can apply our own critical thinking to work out why they are to do that) – not just do it. Children need to learn Creativity, to look for alternatives, yet the slogan does not allow for that. Children need to learn Communication but the slogan allows no room for that – “I’ve said it so do it”. Children need to develop Collaboration but no discussion leaves little room for that. And where will Character be formed when everyone has to do the same thing, whatever it is, because they are told to do so?

Much more relevant (and therefore important) advice would be, firstly, to Do It Just, in other words for them to reflect carefully if they are doing it correctly, rightly, justly, fully. Secondly, we may be helpful in encouraging children to Do Just It, to focus on the task (important and significant as it is) and not be distracted by many other interesting things. Furthermore, we will want to add that it is more important to Do It Well, not just to do it.

There may come a time when enough explanation, encouragement and reason have been given, to the extent that it may be reasonable to require children to procrastinate no longer. We will not then need a smart, catchy, short slogan for people to take action; purpose will suffice. If we are expecting children (or even adults) to take action of whatever sort on the basis of a catchy slogan, then we have a problem. What sort of children are we raising? It may be a clever slogan but it is not necessarily clever advice. Unquestioned obedience is sometimes necessary, if we are in the army, but in most work situations there should not be such. We might recognise that other virtues such as courage and consideration are as (if not more) important. It is not the slogan but the reason that counts. Why? They are worth it; they must be the best they can be. Do not just do it; understand it.