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Behind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time distributor of Japanese track shoes to the top of the athletic shoe and apparel market. He has transformed his technology company into a marketing company whose product is its most important marketing tool. Knight learned how to build brands and understand consumers, and then how to split those brands into sub-brands to help keep the company growing. That approach brought Nike to a broader range of consumers while preserving the customer base. To create an emotional tie with the consumer, Nike started advertising on TV. "Sports is at the heart of American culture," Knight says. "You can't explain much in 60 seconds, but when you show Michael Jordan, you don't have to. It's that simple."

In this interview, Gary Wilson, executive vice president and CFO of the Walt Disney Co., discusses combining financial sophistication with an imaginative, strategic approach to business. Interviewer: Geraldine E. Willigan.

Paul Ballisarian, owner of Ballisarian Beef, hired Mike Post in the 1960s when his children were too young to enter the business. Mike is an innovator whose contributions have resulted in more than half the business's profits. Now Mike wants half ownership of his part of the business. Paul's son, Gregory, would rather see Mike leave than give him part of the business, while Paul's daughter, Katherine, believes Mike should be made CEO. Five family business experts - John A. Welsh, formerly of Southern Methodist University's Caruth Institute of Owner-Managed Business and founder of Flow Laboratories; Joseph A. Baute, Markem Corp.; Charles E. "Gus" Whalen, Jr., Warren Featherbone Co.; Wendy C. Handler, Babson College; and Harry Levinson, The Levinson Institute - discuss the issues presented.

In 1988 Playto Industries' Teach-Her doll, the company's first new product since Jim Clayton became president, was a winner in the East. Clayton planned to take Teach-Her national and to introduce another toy, Playto's Labs. But he needed $30 million--almost as much as the company's existing capitalization--to grow. Monument National Bank would lend no more than $20 million. The best option seemed to be subordinated bonds. Rates were high, but if Playto made the bonds convertible, rates fell from 12.5% to a more manageable 8.75%. Now Clayton has a knot in his stomach: interest coverage might drop to half of that in 1988, a competitor might imitate Teach-Her, Playto's Labs might flop--the company could end up in serious trouble. Five finance experts discuss the case.