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The marketing team at Nike clearly didn't consist of people who had experienced even the faintest case of nerves. As much as I am a fan of the phrase (I do, in fact, have the t-shirt) it is less helpful encouragement and more anxiety-inducing mantra.
I am very much aware of my inability to 'just do' seemingly simple tasks. I have (on more occasions than I care to admit) required a pep-talk from a compassionate colleague to 'just' hit send on an email.*
*Incidentally, I have also forwarded drafted emails to someone else just so they can hit send.
I have wonderful colleagues.
Unfortunately, 'Just Do It' is also something of an entrepreneurial commandment.