Emotion by Design: Lessons on Creativity from a Life at Nike

I really enjoyed this book. A lot of valuable lessons and stories that make trying to find the bottom line and understanding easier to digest and process. Loved all the backstories and insights into the athletes, leadership teams and simple rule of leading with emotions and finding creativity in so many usual and unusual ways. Recommend it

It is said that many American kids recognize the McDonald’s arches much better than the national flag. Similarly, Coca-Cola was considered a symbol of America, a morale booster for the US troops during World War II and hence a wartime necessity, prompting its President Robert Woodruff to order "see that every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is and whatever it costs the Company.” Transcending national borders, Nike’s Swoosh is one of the most admired symbols that can be seen on anything and everything ranging from T-shirts, caps, luggage, cars, bikes, and appears more in violation of copyright and trademark laws, printed several times over than on original Nike products. Everyone seems to own, love and admire this powerful logo, and use it freely, oblivious of its rightful owner. They Just Do It!! Iconic brands create strong emotional connections that form a powerful bond between the brand and the consumer. Every brand is a continuous, consistent and conscious attempt to create stories, images and experiences that make people feel that their most audacious dreams are possible to achieve, thereby adding meaning to life and joy to living. This book is in part the inspiring story of Greg Hoffman, who despite economic hardships and racial discrimination, carves a great career at Nike, from humble beginnings, and ultimately rising to the position of Chief Marketing Officer. In addition, it is an excellent narration of what it means and takes to create powerful brands. A brand is not just about selling. The brand’s purpose is to tell insightful stories that move the audience, elicit a specific emotion and build lasting bonds between the consumer and the brand. This is not dependent on the size of the brand and its resources; they depend on the power of the story and the depth of the connection. Designers use their eyes to their advantage. What they see, how they see, what they choose to see, seeing things that others don’t see, and show things to the audience in novel, insightful and provocative ways are all part of a brand marketer’s job, explains the author. In short, it is creativity, passion and fearless communication of a unique picture that pulls the customer’s attention. Creativity is a team sport, that is exciting and spontaneous and such creative chemistry of matching diverse elements such as ‘the rebels, the magicians, the stoic, and the playful’ can create something utterly unique. This is based on the Brazilian football team’s ‘Ginga’ style that allows the players to ‘play beautifully’. A creative dream team has three important aspects. 1. Embrace the Day Dreamers: Right brained creative thinkers (‘with a penchant for driving you, and everyone else, well, a bit mad’!) who ask the question “What If…?” or “Why Not…? where risk taking and disruption are put ahead of status quo. 2. Let the Quiet Voices Speak the Loudest: Most often the loudest voices are considered the smartest, when they are nothing but just loud. Introverts on the other hand spend less time in the moment, and have an incredible ability dreaming of a new future. (Larry Page, Steven Spielberg and Albert Einstein for example) 3. Diversity is Oxygen: Diversity is the oxygen that breathes life into the creative process. Include those who don’t think like you, talk like you or look like you. I strongly urge the readers to look up at some legendary Nike Commercials to enjoy this book to its fullest. The video ‘The Last Game’ is (available on YouTube) unmissable, and this book, unputdownable. Greg is an alumnus of the Minneapolis College of Art and Design. This book will certainly inspire hundreds of students to follow their heart, and pursue a career in Design that is meaningful, fulfilling, liberating and enjoyable. Just Do It!

Great book! Unfortunately the overall experience was diminished with the book feeling used already. It had grease marks all over the cover and some wavy pages.

Greg’s Emotion by Design is not your typical marketing or creative playbook. Greg’s stories, leading some of the most ambitious storytelling campaigns at Nike, shine a light on the approaches, attributes and mindsets necessary to meet people where they are, and establish a connection that runs deep … so deep where legacies might be made and peoples lives can be changed for the better!

From the Intro to the last page, Mr. Hoffman has captured the creative process in ultra high definition. His experiences work with Nike and his interactions with athletes, co-creators and team members will inspire a new generation of creators to dig deeper into the recesses of their minds and re-discover the type of story telling and artistry that evokes emotion. Thank you, Mr. Hoffman for writing this book!