Emotion by Design: Creative Leadership Lessons from a Life at Nike

Description

From the creative genius behind Nike's most audacious campaigns comes this revelatory guide to creativity in business For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks. It's an art form that Greg Hoffman understands better than anyone. Over 30 years at Nike, he crafted some of the most iconic campaigns in history- from Colin Kaepernick's 'Dream Crazy' ad, to the instantly recognisable logos used by Roger Federer and Serena Williams. By the end of his career, he was Chief Marketing Officer - responsible for maintaining the brand recognition of the Nike swoosh everywhere on Earth. Now, Hoffman reveals the simple principle that Nike use to power their creativity- emotion by design. Combining scientific analysis and artistic daring, emotion by design helps Nike forge deep, personal bonds with their customers - crafting campaigns that chime with people's most audacious dreams. But this method needn't be limited to Nike. In Emotion by Design, Hoffman reveals how you too can drive your creativity the Nike way- by drawing on the talents of a diverse team, by forging a culture where everyone is hypercreative, and by spotting which ideas have the potential to capture imaginations around the world. The result is a masterclass in creativity, gleaned from a lifetime with one of the world's most innovative brands. We can all harness the power of emotion by design.

Greg Hoffman joined Nike as a design intern in 1992 and rose through the ranks to become Chief Marketing Officer, retiring in 2020. During his 28 years at Nike, Hoffman creatively led three Olympic campaigns, worked with everyone from LeBron James to Serena Williams, and shepherded Nike to greater brand recognition than ever before. He has been cited as one of the US's leading creatives by Fast Company, Business Insider and AdAge.

A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better. -- Seth Godin A transformative and intensely personal journey building one of the world's most important, groundbreaking brands . . . A must-read. -- Laszlo Bock, author of WORK RULES! A gripping insight into the creation of some of the most iconic marketing in history. -- Bruce Daisley, author of THE JOY OF WORK The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRE So inspirational . . . I couldn't put it down. -- Chris Evans This is the ultimate playbook to unleash creativity in any team - and in turn effect real, transformative change for you and your company. -- Jake Humphrey, author of HIGH PERFORMANCE An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves. -- Rory Sutherland, Vice-Chairman, Ogilvy and author of ALCHEMY In this brilliant book, Greg Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger . . . A must-read for any marketer, businessperson or creative. -- Nir Eyal, author of HOOKED and INDISTRACTABLE Reading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime. -- Mary Portas Filled with remarkable stories . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before. -- Professor Jonah Berger, Wharton Business School, author of CONTAGIOUS