The 5 Questions in Phil Knight’s Self-Catechism Are Priceless for Entrepreneurs

Soon after the book came out, my friend Amy bought me Nike founder Phil Knight’s memoir, Shoe Dog, and a few lines on page 179 have immense value for freelancers, consultants, and other solopreneurs who often face a great deal of uncertainty. During Nike’s early years, Knight had a nightly ritual, consisting of a six-mile run and this set of five questions:

1. What do you know?
2. What else do you know?
3. What does the future hold?
4. What’s Step One?
5. What’s Step Two?

The run helped him blow off steam, and the questions, which Knight calls his “self-catechism,” brought clarity.

For those of you unfamiliar with the word “catechism,” it comes from the Christian tradition. It’s a summary of the core principles and tenets of the faith, usually in the form of questions and answers, and it’s used to instruct kids and new converts: “Hey, here’s what we believe.”

The reason Knight’s self-catechism caught like a fishhook in my mind was because 15 years of entrepreneurship have taught me that entrepreneurs don’t always know what we need to know. We face many novel situations and problems—not unique, but certainly unfamiliar to us! Combine that barrage of newness with ever-changing market forces and life circumstances, and no wonder we so often feel unmoored, adrift, confused.

Which problem should you solve? What should you focus on next? Aarghhh!

We have our own emotional responses to contend with, as well. Fear and anxiety, excitement and hope, and everything in between.

Have you ever dug a hole in the sand that kept filling back up? That scenario is similar to a solopreneur’s need to work through the problem at hand while managing the inrush of doubt and confusion. No wonder so many of us feel stuck! No wonder we struggle with second guessing! No wonder progress can feel so slow! Every step forward means fighting through the muck.

For example,

When I was finishing my children’s picture book, Grabbling, a publisher surprised me with a formal offer to acquire the book. That offer popped open a can of wriggling questions:

• Should I say yes or stick to my original plan of self-publishing?
• Could I honor my commitments to people who supported the Kickstarter campaign and accept the offer?
• Should I send query letters to literary agents with hopes that one publisher’s interest was a sign that others might want the book?

All the questions and fears couched inside of them had my mind stumbling like a drunk uncle.

We need Knight’s self-catechism in situations like that. Or rather, a cacophony of questions has chased clarity from the room, we need a better question to call it back. On a Tuesday morning I sat myself down with my journal and started with, “What do I know?” After thirty minutes of cogitating and scribbling, I knew exactly what to do.

That way, the next time you feel stuck, pull out Phil Knight’s self-catechism. Answer the questions, and once you have a bit more clarity, move on to Colin Powell’s 40-70 Rule.

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