Really liked this answer by Mr Mark Parker, the CEO of Nike in the company's annual report for the year 2006-07.
What is the core of NIKE’s philosophy?
We believe in potential, not limits. The 4-minute mile was safe, until Roger Bannister. Lou Gehrig’s 2,130 straight games was safe, until Cal Ripken. No one would ever clear 29 feet in the long jump, until Bob Beamon. Nobody would ever beat Bob Beamon, until Michael Powell. That’s how it is with NIKE. We believe.
The concept of believing in potential and not limits is a very deep one. If you look at the way the human civilization has progressed since ages, all of it can be attributed only to one factor-the human potential. The indomitable spirit about which Victor Frankl speaks in his book 'Man's Search for Meaning'.
If organizations and goverments recognize the untapped potential of their employees and citizens, imagine the direction they can give as they try to lead them. Its worth giving a serious thought.