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

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Gard MG, Kring AM. Sex differences in the time course of emotion. Emotion. 2007; 7:429–37. pmid:17516819 Röttger-Rössler, Birgitt (2004): Die kulturelle Modellierung des Gefühls. Ein Beitrag zur Theorie und Methodik ethnologischer Emotionsforschung anhand indonesischer Fallstudien. Münster: Lit. More positivity for pleasant and unpleasant pictures than neutral pictures in the posterior regions. Gómez P, Zimmerman P, Schär SG, Danuser B. Respiratory responses associated with affective processing of film stimuli. Biol Psychol. 2005; 68: 223–35. pmid:15620792

Gray EK, Watson D. Assessing Positive and Negative Affect via Self-Repor. In: Coan JA, Allen JJB, editors. Handbook of Emotional Elicitation and Assessment. New York, NY, US: Oxford University Press; 2007. p. 171–83. Over the course of a twenty-seven-year Nike career—from intern to Chief Marketing Officer—Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people—quite literally emotion by design.

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Studies were excluded from the meta-analysis if: (a) they used films with an aim other than that under study (e.g., using film clips to measure empathy levels); (b) if the stimuli were not used to induce any of the emotional targets in the present research (e.g., surprise); and (c) if they used combined MIPs (e.g., film clips and the Velten method). Thompson SG. Why sources of heterogeneity in meta-analysis should be investigated. BMJ. 1994; 309: 1351–5. pmid:7866085 I was able to accelerate my journey as a leader of not just a business and a brand but as someone who could advance the goals of diversity, equity and inclusion. I always remembered that when I found myself in a position to elevate and support others who needed to be seen and heard, especially those individuals who oftentimes were the only ones in the room who looked like themselves

Vicente S, Peron J, Biseul I, Ory S, Philippot P, Drapier S, et al. Subjective emotional experience at different stages of Parkinson's disease. J Neurol Sci. 2011; 310: 241–7. pmid:21741663 Deng Y, Chang L, Yang M, Huo M, Zhou R. Gender Differences in Emotional Response: Inconsistency between Experience and Expressivity. PLoS One. 2016; 11: e0158666. pmid:27362361 Desmet P.M.A., Porcelijn, R., & van Dijk, M. (2007). Emotional design; application of a research based design approach. Journal of Knowledge, Technology & Policy, 20(3), 141-155. Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike’s singular brand and was instrumental in its most high-profile breakthrough campaigns. Biele C, Grabowska A. Sex differences in perception of emotion intensity in dynamic and static facial expressions. Exp Brain Res. 2006; 171: 1–6. pmid:16628369Elias, Norbert (1979): Über den Prozess der Zivilisation. Soziogenetische und psychogenetische Untersuchungen. Bd. 2, Wandlungen der Gesellschaft. Entwurf zu einer Theorie der Zivilisation. Frankfurt a.M.: Suhrkamp. von Leupoldt A, Rohde J, Beregova A, Thordsen-Sorensen I, zur Nieden J, Dahme B. Films for eliciting emotional states in children. Behav Res Methods. 2007; 39: 606–609. pmid:17958174 Emotion does three things, I think. The first is that it is – of course – the story behind some of the most iconic marketing campaigns of the last thirty years. If you know your Nike campaigns then you are in for a treat; if you don’t know them, well, you will find yourself looking them up. You get a sense of the thinking and the passion that goes in to innovation and creativity. Hoffman says that he is trying to provide a playbook that can be replicated elsewhere. But most of us do not have the reach or the budgets of Nike. Necessity is the mother of invention, no doubt, but examples of scrappy creativity would have been most welcome. Oddly, an anecdote that came particularly alive involved Steve Jobs – Apple is hardly strapped for cash either – but the story related to Jobs’ attention to detail rather than the kind of creativity that is available when money is no object. And the tale of Hoffman’s early career is compelling. Vicente S, Biseul I, Peron J, Philippot P, Drapier S, Drapier D, et al. Subthalamic nucleus stimulation affects subjective emotional experience in Parkinson's disease patients. Neuropsychologia. 2009; 47: 1928–37. pmid:19428425