When I wrote the "I Can Do It All In My Lifetime" tagline, I knew it had the potential to be more than a tagline. To help show its power, I brought a team together to create the "I Can" campaign as a way for members to share their very real personal goals. Ideas ranged from interactive billboards and banner ads to a dedicated sitelet where members could share their goals, read the goals of others, and even buy a t-shirt with their motto that they could wear proudly.
