Author(s): Greg Hoffman

Teenage/Young Adult Non-fiction | Business & Management

A revelatory way to unlock the creativity of any team, from Nike's former Chief Marketing Officer From 'Just Do It' to the Swoosh logo, everything Nike creates is designed to connect with its customers' deepest emotions. Now, Nike's former CMO explains how any company can harness its creativity to forge deep, lasting bonds with its audience. He calls it Emotion by Design. 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 creative advantage - and so connect with consumers like never before. His method involves seeking out the daydreamers (and taking them seriously); recognising that visionary ideas come not only from ingenious individuals but from whole cultures of innovation; and learning how to turn a mere campaign into a global movement. The result is a toolkit for unlocking the creativity of any team, developed during a career at the coolest brand on earth. We can all harness the power of Emotion by Design.