Greg Hoffman，在1992年到Nike做intern(工讀生)。為他的創意人生，開啓了不可思議的第一頁。
“Now, let’s turn the clock to 1992. Everything you looked, you saw it—that unmistakeable rebellious Nike spirit…”
“Nike’s innovation was fueling its dominance across basketball, running, tennis, and cross-training…”
“There was almost a conscious determination in the office to reject the traditional trappings of corporate life: While I came from a world where ‘business casual’ was owned by brands like Banana Republic and Ralph Lauren (a style I most heartily embraced) this office was dominated by shorts and sandals, at times even bare feet and open, half-buttoned shirts…”
1993年，當Nike創意人員有缺時，Greg Hoffman基於之前intern超乎自己預期的驚喜經驗，完全不考慮就滿口答應準時去上班了。
結果這一做，就是漫長的27年，從一個小小的intern，做到掌管全世界最威品牌的創意總監 ，直至2020年才從Nike公司退休了下來。
他在”Emotion by design，creative leadership lessons from a life at Nike” 這本書裏，最主要是要跟大家分享他在Nike公司，是怎樣領導創意團隊，一步步繼續擦亮Nike這個運動用品的超級金字招牌。
他稱這個絕對的心法，是”Emotion by Design” (創造激情)。
“…a brand gains 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.
I call this Emotion by Design—the ability to create stories, images, and experience that make people feel that even their most audacious dreams are possible to achieve…”
Greg Hoffman認為，創意團隊必須廣納百川，要有各式各樣不同背景和想法的人，才能相互激發出卓越的創意想法。
“…brands must embrace a mindset that invites outside voices into their creative process and encourages these voices to draw upon their unique experiences to inform their work. Diversity and inclusion should be a goal in its own right,…a diversity of experiences, thought, backgrounds, ideas, and values is a prerequisite to build a creative force that can change the world…”
在某次對外的演講中，他總結夢幻創意團隊的三大要素：要有天馬行空的夢想家，要有深思熟慮的理想家，要有心胸寬闊的領導者。
Three elements to produce the best creative results as well as the most satisfying creative cultures:
1. Embrace the daydreamers, those right-brained creative thinkers.
2. Let the quiet voices speak the loudest…give the introvert the time and space to do what they do best…
3. Diversity in Oxygen…(diversity’s advantage), the advantage to see what others don’t.
他一再強調同理心的重要。只要願意傾聽，那麼就可以從不同種類的人那裏，挖掘到各種不可能創意的可能。
“…We often find the most impactful insights when we expand our field of vision and see what formerly we didn’t see. The essence of this is empathy, our willingness to listen and understand whose experiences differ from our own…”
在閱讀Greg Hoffman ”Emotion by design，creative leadership lessons from a life at Nike” 這本書時，我腦袋一直浮現的是，Nike公司如雷貫耳的經典口號：
”Just Do It”
查了一下資料，原來那是Nike在1988年就已經提出來的品牌創意理念，是在Greg Hoffman 正式加入Nike公司的5年前。
根據報導，”Just Do It”創意的源頭，居然是一位槍擊犯在伏法前講的一句話**：
”Let’s do it”
那個死刑，是在美國聯邦廢除死刑之後，美國高等法院認為不違憲之下，所判下並執行了的死刑，在當時的美國社會引發了相當大的爭議。
從這𥚃也可以看得出來，Nike公司在品牌塑造上，是不按牌理出牌的，而且往往勇敢挑戰當代的主流價值。這也難怪Nike的品牌，會如此受到年輕人的歡迎。
Greg Hoffman ”Emotion by design，creative leadership lessons from a life at Nike” 這一本書，基本上幾乎可以說是創意從業人員，可以按圖索驥的品牌聖經。
在最後，他還不忘提醒大家，創意是在擅長左腦冷靜思考者和右腦無限夢想者之間，相互激盪出來的結果。在創意團隊之中要有各式各樣的人，才能創造出對消費者最有價值的品牌。
“Brand leaders must remember that our job, our purpose,…is to find that emotional connection with humans. That requires maintaining the balance between the left- and right-brain thinkers within our teams and emphasizing that the art of marketing is a conversation between two people—brand and consumer…”
真是語重心腸。
在團隊中，那些平常不急著發聲，看起來比較內向的人，往往是可以激發出石破天驚想法的人呢！追求創意的老闆們，要格外留心注意了。
* Greg Hoffman, Emotion by design，creative leadership lessons from a life at Nike, 2022, Hachette Book Group, Inc.
**：張榮熹，Nike「Just Do It」口號舉世皆知 但背後的歷史故事你又知道麼？，香港01 ，2019-01-02 18:34更新
2023/7/26 Emotion by design，creative leadership lessons from a life at Nike Damakey
