Insights from Greg Hoffman’s “Emotion by Design: Creative Leadership Lessons from a Life at Nike”

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There is no corporate branding more recognizable than Nike’s. The iconic swoosh. “Just Do It.” The eye-catching orange boxes. For decades, Nike has led the way in innovative consumer marketing. Highlights include:

• Michael Jordan’s “Wings” poster, showcasing the superstar’s impressive wingspan
• Colin Kaepernick’s “Believe in Something” ad, addressing Kaepernick’s sacrifices for civil rights
• The “Find Your Greatness” campaign, proving that everyone is capable of greatness

How does Nike do it? What goes into developing these unforgettable marketing campaigns? That’s what former Chief Marketing Officer Greg Hoffman sets out to answer in his book, “Emotion by Design: Creative Leadership Lessons from a Life at Nike.”

Marketing may seem like a different ball game than public relations, but Hoffman’s book provides lessons for all communicators. Everyone is capable of greatness, and everyone is capable of creativity.

“Emotion by Design” delves into Hoffman’s journey at Nike and the insight he gained developing initiatives such as “The Last Game,” “Crossbar” and “The Man Who Kept Running.” If you haven’t seen these, I recommend you head to YouTube ASAP.

Hoffman’s central message is that we are all capable of using creativity and empathy to forge meaningful relationships with our audiences. According to Hoffman, “a brand gains a competitive advantage through its ability to construct powerful emotional bonds with its consumers.”

While I wish I could discuss the entire book in detail, I’ll have to settle for sharing seven key takeaways from Hoffman’s “playbook for unleashing creativity.”

1: Creativity is a Team Sport

No one can go it alone. Even athletes like Serena Williams and Tiger Woods have teams of people helping them succeed. Organizations should collaborate with a diverse range of voices to create meaningful messaging. Communicators, too, should seek new experiences to understand the world.

2: Never Play it Safe, Play to Win

Taking risks is vital. While the status quo may keep things straightforward, taking “big, innovative swings” in the idea department is how you lead the pack. Develop a working environment that fosters creativity and free-thinking, and you’ll be surprised at what your team can develop.

3: Game Face for Greatness

Consistent branding allows organizations to remain salient to stakeholders. Organizations and the people who communicate for them should focus on creating strong, stylistic and layered branding to draw in audiences and keep them hooked. Not everyone can have the global recognizability of “Just Do It,” but your target audience should know who you are and what you stand for.

4: Dare to be Remembered

Communicate authentically and openly. Audiences want to feel connected to an organization, and we can do that by sharing ourselves in our communications. Be relatable. Listen to your stakeholders. When an organization has a deep understanding of the lives of its customers, it is better able to serve them. Hoffman says, “worry less about how people feel about us and more about how we make them feel about themselves.”

5: Don’t Chase Cool

In a media landscape ruled by a constant stream of TikTok trends, be an individual. Hold tight to what makes your organization unique, then find ways to merge your message with “cultural currents” like art, music and even sports. A successful organization can remain relevant in the face of changing culture while also staying authentic.

6: Spark a Movement

Be “audacious” in the pursuit of communicating with stakeholders. You don’t need to be at the forefront of a social justice initiative to create a movement. You can listen to stakeholders and give them a sense of community and empowerment. We all want to be part of something bigger.

7: Close the Distance

Prepare to be uncomfortable. Organizations should take time to understand their stakeholders and their needs. Ask questions, listen to feedback and improve. Serving your stakeholders means including them in decisions. Organizations should also empower workers to provide diverse perspectives during decision making. Bringing together the perspectives of employees and customers allows an organization to communicate a more well-rounded message.

Hoffman’s book is a must-read for all creatives, from public relations to graphic design. Not only do you get a glimpse into the inner workings of Nike’s marketing operations (like how they got Kevin Hart on a treadmill in the middle of LA traffic), but you also get to learn how to merge empathy and creativity into your work environment. Once you and your team can do this, the possibilities for greatness are unlimited.

Tags: Branding, Greg Hoffman, Nike, PR, Public relations Filed under: Branding, Execution, INDUSTRY, Media, PUBLIC RELATIONS, Strategy