Emotion by Design

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What to expect

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.

© Greg Hoffman 2022 (P) Penguin Audio 2022

Critics Review

  • 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
  • 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
  • Emotion by Design is Greg Hoffman’s transformative and intensely personal journey building one of the world’s most important, groundbreaking brands. It’s a must-read if you work with creatives, and if you want to unlock their unique genius to build authentic brands and waves of support across your entire company.

    Laszlo Bock, author of WORK RULES!
  • Not only does Emotion by Design offer a gripping insight into the creation of some of the most iconic marketing in history, it is also a powerful love letter to the power of a sense of purpose in doing our work.

    Bruce Daisley, author of THE JOY OF WORK
  • 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

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