ECONOMICS

Emotion by Design: Creative Leadership Lessons from a Lifetime at Nike

by Greg Hoffman
Twelve: Grand Central. Mar. 2022. 304p. ISBN 9781538705599. $30. BUS
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Hoffman, the former chief marketing officer of Nike, teaches readers how to unleash creativity and innovation within a team—to stir emotions and connect to one another. All organizations, big and small, rely on innovation to move the company forward; particularly in these uncertain times, innovation is even more critical. Hoffman draws on his own career, including 27 years crafting Nike’s brand, for success stories of innovation through teamwork. The book’s last chapter, entitled “Leave a Legacy, Not Just a Memory” epitomizes the work and will inspire readers, driving home the point that with teamwork and creativity, the sky is the limit. This book is well structured, with a clear table of contents.
VERDICT The creativity of Hoffman’s book is exceptional. For fans of Stephanie Mehta’s Fast Company Innovation by Design.
Reviewed by Adesh Rampat, Miami , Dec 17, 2021
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