Summer’s the season of reflection. A bit of sun, a bit of space and if you’re lucky, a book that lights a fire.

For me, that’s Shoe Dog.

If you haven’t read it, do. If you have - read it again. Phil Knight’s memoir is a messy, brilliant, deeply human blueprint for what real innovation looks like.

Not the polished kind. The kind built on awkward prototypes, near-death cash flows, and a stubborn belief that “there’s got to be a better way.”

There’s a line in the book that’s stayed with me:

“Let everyone else call your idea crazy… just keep going. Don’t stop. Don’t even think about stopping until you get there, and don’t give much thought to where ‘there’ is. Whatever comes, just don’t stop.”

That’s innovation. Not a department. Not a strategy. A compulsion.

It’s easy to romanticise the finished product - the shoe, the logo, the brand - but the real story is waffle irons, legal chaos, and Jeff Johnson handwriting customer feedback like a man possessed.

Innovation isn’t clean. It’s sweaty. And Shoe Dog is the best reminder I know that if you’re onto something weird, difficult, and exciting - keep going.

Happy reading.