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

by Greg Hoffman

“Competing is exciting, and winning is exhilarating, but the true prize will always be the self-knowledge and understanding that you have gained along the way.”

As Nelson Mandela once said: “Sport has the power to change the world. It has the power to inspire, it has the power to unite people in a way that little else does.”

a brand gains a competitive advantage through its ability to construct powerful emotional bonds with its consumers. I believe this connection can be consistently achieved by cultivating a strong creative culture.

Emotion by Design—the ability to create stories, images, and experiences that make people feel that even their most audacious dreams are possible to achieve.

Cynicism is our opponent, and we must constantly fight against it. In short, be part of something greater. Strive for achieving a higher purpose. Leave a legacy of greatness.