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Emotion by Design

Lessons on Creativity from a Life at Nike

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About this listen

Brought to you by Penguin.

From 'Just Do It' to the Swoosh logo, everything Nike creates is precision-engineered to connect with its customers' deepest emotions. Now, Nike's former CMO outlines a method that uses creativity to forge deep, lasting bonds with customers. He calls it Emotion by Design.

Emotion by Design reveals how leaders can harness the creative potential of any team, and so resonate with their audience like never before. Reflecting on his time working on Nike campaigns for Ronaldo and LeBron, the Olympics and the FIFA World Cup, Greg Hoffman reveals how any business can unlock its creativity: whether by seeking out the daydreamers (and taking them seriously), or recognising that visionary ideas come not only from ingenious individuals but from whole cultures of innovation or understanding how to turn a mere campaign into a global movement.

The result is revelatory way to build your creative advantage, developed during a career at the coolest brand on earth. We can all harness the power of Emotion by Design.

©2022 Greg Hoffman (P)2022 Penguin Audio Art Marketing Marketing & Sales Programming & Software Development Software Development Business Sports Leadership Emotions Management Advertising
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I’ve read a lot of books about creativity, art, design and how they interact, but the stories, examples and experiences in this book are nothing short of stunning.

Not only are the ideas presented packed with innovation they are Replica call

Stunning

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Relevant to most creative/marketing fields in a practical way or a way to understand those who your looking at for engaging your brands audience.

Interesting stories, thoughts. That makes you think about your own process and make it better.

A book that makes you think!

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Really enjoyed this. Sparked happy memories from years ago of seeing these campaigns unfold. Good narration voice too. Thank you.

Full of ideas and passion and purpose

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Not as instructional or directly actionable as many books. However, if you use it to provide context to your brand challenges then it offers you can use the insights to challenge your plans and ask yourself: "will this illcit a strong human reaction, or is it just noise that will be lost in every other uninspiring marketing message?"

Interesting to join the dots

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I was hoping for a little more insight into the processes! It’s interesting, but really just stories of the campaigns Nike have done over the years… not easy to relate to any other business.

Stories of a man’s career

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