If you’re Nike, with millions of dollars to throw at advertising, you can afford to promote an aspirational slogan.

“Just do it” is a psychological reminder to be and stay active, with added sweat.

Naturally, Nike hopes you’ll carry out such athletic activities in their kit.

Their messaging is an oblique reminder of their brand.

And, in pushing the JDI mantra for 25 years, it is synonymous with who they are.

Most of us don’t have the luxury of an advertising budget to position ourselves around an inspirational statement – something that doesn’t tell a website visitor what it is we’re promoting, nor why they should be interested.

While we’d all like to pronounce our passions over and above our product, we must ensure our story relates to what we sell.

So, leave the aspirational value proposition to the big boys.

Concentrate instead on a combination of novel yet familiar words which when used at a BBQ, elicit a raised eyebrow, rather than a knotted forehead.