Smith’s gentle, recusant comedy is a critique of masculine domination, focusing on the myth of manifest destiny. Believing the moral of the Old West that “Everything is there for the taking”, mild-mannered Mike is inspired to “Go for it!" and conquer wide-open spaces in the modern way: as a real estate developer of suburban sub-divisions. Dressed as a cowboy and mime-riding a horse in front of images of mobile homes, Smith updates the notion of “rugged individualism” to include personal theme music and a chorus. Mike is an unassuming television anti-hero, the figure thousands of television viewers rely upon to "go for it!” for them.