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20 - There's no single answer to understanding Chinese consumers with PT Black of Nike

“Nobody should know how runners run more than Nike’s running team. Why would we hire someone for that, that has to be us”

PT Black is Senior Director of Brand Experience at Nike running the brand strategy & planning for greater China. He’s been studying Chinese for almost 25 years and has lived in Shanghai for 17 years.

On a day-to-day basis, PT Black works closely with the consumer insights and research teams for Nike in China, with his ultimate goal of using what he learns to help improve people’s lives.

He’s originally from Boston before he moved to New York, only to end up in Shanghai where he’s been ever since.

In this episode we discuss a wide range of topics from politics to using bars to improve your Chinese to even the tricky decision to send someone to jail for stealing from you.

We also discuss some of the challenges he faced growing up and finding his place in the world and what it takes to operate effectively in branding & advertising in modern day China.

In this episode:
+ Why he studied Chinese long term
+ Why you should never do the same things over again
+ How to argue or not argue about politics
+ Coming to terms with working in China
+ Cultural habits like the habit to “the answer” as opposed to the many answers
+ Working across Chinese & German cultures at Siemens
+ Why he wears the same thing everyday but has 450 pairs of Nikes
+ Dealing with the pressure to be active at work
+ Mastering his own discipline
+ About procrastination vs planning

Links:

Instagram @ PT Black:
https://www.instagram.com/ptblack/

Linkedin:
https://www.linkedin.com/in/pt-black-3b8b766/

Music:
http://www.bensound.com

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