Greg Hoffman, "Emotion By Design: Creative Leadership Lessons from a Life at Nike" (Twelve, 2022)


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Today I talked to Greg Hoffman about his new book Emotion By Design: Creative Leadership Lessons from a Life at Nike (Twelve, 2022).

For this week’s guest Greg Hoffman, the characteristics of empathy and curiosity are central to everything from finding your place in the world, to connecting with others, and building a brand that exhibits a true sense of purpose by empowering people to realize their potential. Along the way, this episode explores both the value and limits of data-driven marketing takes on the central role of smartphones today, and goes back into Hoffman’s own backstory as a mixed-race child growing up in a nearly all-white suburb of Minneapolis. In art and sports, Hoffman found his way forward.

Greg Hoffman is a global brand leader, advisor, speaker, and former Nike Chief Marketing Office. He’s now the founder and principal of the brand advisory group Modern Arena as well as a branding instructor at the University of Oregon’s Lundquist School of Business and a member of the Board of Trustees at the Minneapolis College of Art and Design (MCAD).

Dan Hill, PhD, is the author of nine books and leads Sensory Logic, Inc. ( His new book is Blah, Blah, Blah: A Snarky Guide to Office Lingo. To check out his related “Dan Hill’s EQ Spotlight” blog, visit

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