Emotion by Design Buchzusammenfassung - das Wichtigste aus Emotion by Design

Einleitung anhören

00:00

Zusammenfassung von Emotion by Design

Name: Emotion by Design
Rating: 4 (45 reviews)
Author: Greg Hoffman

Greg Hoffman

Creative Leadership Lessons from a Lifetime at Nike

4 (45 Bewertungen)

18 Min.

Kurz zusammengefasst

{
"slug": "emotion-by-design",
"summary": "Emotion by Design by Greg Hoffman explores how design can evoke and manipulate emotions. It provides insights into the psychology of design and offers practical tips for creating emotionally engaging products and experiences."
}

Themen

Gründergeschichten Branding Storytelling Unternehmertum Marketing

Inhaltsübersicht

Emotion by Design
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Drive your business upwards through emotional connections with customers.

As a business owner, you likely dream of becoming a big brand. One that’s worth millions. One that’s iconic. One that people adore. But you’re faced with one problem: there’s just too much competition.

Enter the concept of Emotion by Design. In a world where differentiation is essential, Emotion by Design offers you a valuable approach to making evocative designs that resonate deeply with consumers. When you put emotion at the forefront, you propel your brand toward long-term success.

In this Blink, you’ll uncover the creative lessons that author Greg Hoffman applied at Nike and helped him build lasting connections with customers.

Be empathic and curious

As described by Mike Krzyzewski, coach of Duke University’s basketball team, the vision advantage is how brand marketers win against the competition. It’s the ability to perceive and grasp things that others may overlook, subsequently employing that knowledge to craft powerful stories that evoke emotions in the audience.

But how exactly can you develop your vision advantage? There are two essential traits you need to cultivate: empathy and curiosity.

Empathy is pivotal in seeing the world from other people’s perspectives. When you’re empathic, you become more sensitive to their feelings and better understand their dreams, concerns, and even unmet needs. Using these fresh insights, you can better craft a story that reveals the brand’s values and results in revolutionary shifts.

Cultivating empathy calls for diversifying your team. The more different your team members are, the broader your view of the world becomes. That said, strive to recruit individuals from the underrepresented groups in your team. They can bring their colorful and unique life experiences to your brand and enrich your creative process.

Nike exemplified the power of empathy through its Equality campaign, launched in time for the 59th Annual Grammy Awards in early 2017. It was months after the separate shootings of Black Americans Alton Sterling and Philando Castile, and the brand wanted to make a meaningful statement that addresses the decades-long injustice to Black Americans.

The campaign featured a short film highlighting the importance of exercising equality within the bounds of a court but also in all aspects of life. Broadcast worldwide, Nike’s short film set off a larger global campaign for equality.

The second essential element to cultivate your vision advantage is curiosity. Curiosity unlocks your creative potential by pushing you to seek unconventional sources of inspiration. Just as you would regularly train your muscles to keep them in shape, you need to practice curiosity to develop a seeker’s mentality.

There are three easy ways to do so.

First, start a visual journal. This is where you store images of things that you find inspiring. Every time you come across something that triggers your imaginative brain, take a photo of it. Then, feel free to browse through your visual journal whenever you need a dose of inspiration.

Second, make it a habit to plan out your trips around three questions: whom to meet, what to see, and where to go. It doesn’t matter if it’s a business or personal trip. What matters is that you go out to gather inspiration from wherever you are.

Finally, share your inspiring moments with your team. Whatever you found out or experienced while traveling can inspire other members in ways you might not have imagined. This also keeps your entire team updated, especially those who don’t go out of the office that much.

At Nike, they practice curiosity through different unique excursions. They sometimes visit restaurants to watch the chefs prepare meals. The team members find inspiration in observing other creative experts in their natural habitats.

Indeed, utilizing the vision advantage can do wonders for your team. With empathy and curiosity, it’s easier to come up with stories that resonate deeply with your audience and set your brand apart from the competition.

Take risks

You can’t catch a wave without taking the risk of getting wet. Similarly, you can’t expect success without riding on the back of calculated risks.

If you’re a newly established business, you know all too well the importance of taking chances and embracing experimentation. It is by being risky that you can make a breakthrough in your industry. So for the first several years of your business, you put on a brave face and dare to risk it all.

Build your brand identity thoughtfully

When you show your true self to a stranger, it’s easier for them to form a connection with you. The same holds in the business world. For your customers to become emotionally attached to your brand, you need to show them your true self, including your values and purpose. This is where building a brand identity comes into play.

Your brand identity is synonymous with an individual’s signature – it’s what you put out to the world that distinguishes you from the rest. At its core, a brand identity is made up of visual elements like your logo, color palette, and typography. These elements help create a recognizable and consistent visual representation that consumers can associate with your brand.

Create memorable stories to represent your brand

You remember a great story because it evokes an emotion that connects you to it. Applying this principle, it becomes essential that the stories your brand tells also elicit an emotional response from your audience. This way, they would remember it, too.

Every of your brand’s stories should be anchored to one purpose: revealing your brand values. However, there’s a myriad of approaches to telling that story. For one, you can opt to produce a film, just like what Nike did with its Find Your Greatness campaign. Launched during the 2012 London Olympics, one of the films in the campaign features different athletes from other London-named cities across the world. The ad’s message centered around the idea that greatness isn’t limited to a select few but is available to everyone around the globe.

Stop following trends and be unapologetically authentic

Pause for a minute, and think about your dreams for your product.

You probably want to see millions of people using it and even raving about it for years on end. You want it to become just as iconic as the Ford Mustang and the iPhone, and you’ll do everything to reach such status. But before you go crazy about making your product a cultural icon, you first need to understand that there’s only one way of doing so: being authentic.

Highlight your product’s purpose, not its features

So you made a fabulous product with all the latest bells and whistles. Naturally, your first instinct is to boast about these features to anyone who would listen. However, this is not how you build a customer base that’s crazy about your brand. Consumers aren’t interested in what your product does but how it can make a positive impact on their lives. That’s what you’ll use as the guiding star of your marketing efforts.

When you tell people your product’s purpose and how it can help them, they are more inclined to believe in it. And once they become a believer, they’ll convince others to believe in your product, too. Little by little, you’ll find yourself amassing a large following.

Du möchtest die gesamte Zusammenfassung von Emotion by Design sehen?

Kernaussagen in Emotion by Design

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in Emotion by Design?

Emotion by Design (2022) explores the creative philosophies that can differentiate your brand from the rest. It features lessons and stories from the author’s design and marketing experience at Nike.

Wer Emotion by Design lesen sollte

Business owners and leaders
Brand marketers
Anyone interested in marketing and design

Über den Autor

Greg Hoffman is the founder of Modern Arena, which provides business advice to large brands, startups, and nonprofits. He is also the former Chief Marketing Officer at Nike, where he also held other design and marketing roles for almost 30 years.

Kategorien mit Emotion by Design

Marketing & Vertrieb Unternehmertum Management & Leadership

Ähnliche Zusammenfassungen wie Emotion by Design

Nike: Going Public

The Blinkist Team

The Story Behind Shoe Dog

The Foundations of Business Strategy

16 min

4.5

Ogilvy on Advertising

David Ogilvy

Discover the Coveted Secrets of Advertising Genius David Ogilvy

16 min

3.7

The Alignment Problem

Brian Christian

Machine Learning and Human Values

Overcome Common Pitfalls and Create Effective Marketing

21 min

4.1

Third Shift Entrepreneur

Todd Connor

Keep Your Day Job, Build Your Dream Job

14 min

3.8

What They Teach You at Harvard Business School

Philip Delves Broughton

My Two Years Inside The Cauldron of Capitalism

10 min

3.7

Bowerman and the Men of Oregon

Kenny Moore

The Story of Oregon's Legendary Coach and Nike's Cofounder

What We Should Know about the People We Don’t Know

Technology, Power, and the Twenty-first Century's Greatest Dilemma

20 min

4.4

The Warren Buffett Way

Robert G. Hagstrom

Investment Strategies of the World's Greatest Investor

18 min

4.5

Marketing 5.0

Philip Kotler & Hermawan Kartajaya & Iwan Setiawan

Technology for Humanity

20 min

4.2

Playing to Win

A.G. Lafley & Roger L. Martin

How Strategy Really Works

The Four Types of Human Behavior and How to Effectively Communicate with Each in Business (and in Life)

The Art of Debating, Persuading, and Public Speaking

The secrets of 40 millionaires' wealth, revealed

The Official Unrepentant, Ass-Kicking, No-Kidding, Change-Your-Life Sidekick to Unfu*k Yourself

A Daring Strategy to Change How We Live, Lead, and Love

15 min

3.5

How to Talk to Anyone

Leil Lowndes

92 Little Tricks for Big Success in Relationships

25 min

4.2

Ideaflow

Jeremy Utley & Perry Klebahn

The Only Business Metric That Matters

How to Make Good Ideas Great and Great Ideas Scale

17 min

3.9

The Mental Toughness Handbook

Damon Zahariades

A Step-By-Step Guide to Facing Life's Challenges, Managing Negative Emotions, and Overcoming Adversity with Courage and Poise

The Hidden Determinants of Human Behaviour

18 min

4.2

Good Strategy, Bad Strategy

Richard Rumelt

The Difference and Why It Matters

21 min

4.2

Strategic Risk Management

Campbell R. Harvey

Designing Portfolios and Managing Risk

15 min

3.7

How to Be a People Magnet

Leil Lowndes

Finding Friends – and Lovers – and Keeping Them for Life

Work Less, Worry Less, Succeed More, Enjoy More

13 min

4.1

How to Make People Like You in 90 Seconds or Less

Nicholas Boothman

Make Instant, Meaningful Connections for Interviewing, Selling, Managing, Pitching

Timeless Stoic and Buddhist philosophy

33 min

4.6

Dave Ramsey's Complete Guide To Money

Dave Ramsey

The All-In-One Resource on Money—Budget, Save, Dump Debt & Invest

100 Things Every Designer Needs to Know About People

Susan M. Weinschenk

The essential guide for every designer from a behavioral psychologist

How to Create Uncontested Market Space and Make the Competition Irrelevant

Lose Weight, Supercharge Your Energy, and Sleep Well Every Night

20 min

4.5

Switch

Chip Heath & Dan Heath

How to Change Things When Change Is Hard

The Surprising Truth About What Motivates Us

17 min

4.4

Negotiation Genius

Deepak Malhotra & Max H. Bazerman

How to Overcome Obstacles and Achieve Brilliant Results at the Bargaining Table and Beyond

15 min

4.1

Be Useful

Arnold Schwarzenegger

Seven Tools for Life

19 min

4.3

How to Think More Effectively

The School of Life

A guide to greater productivity, insight and creativity

Turning Ordinary Moments into Extraordinary Results

The Collected Writings of Jeff Bezos

8 min

3.2

Immunity to Change

Robert Kegan & Lisa Laskow Lahey

How to Overcome it and Unlock the Potential in Yourself and Your Organization

How Non-Conformists Move the World

A Psychiatrist's Memoir

15 min

3.8

The Emotional Lives of Teenagers

Lisa Damour

Raising Connected, Capable, and Compassionate Adolescents

How Brands Tune In and Build Credibility

22 min

4.0

Why Zebras Don't Get Ulcers

Robert M. Sapolsky

The Acclaimed Guide to Stress, Stress-Related Diseases, and Coping

Upgrade Your Brain, Learn Anything Faster, and Unlock Your Exceptional Life

31 min

4.6

The Life-Changing Magic of Tidying Up

Marie Kondo

The Japanese Art of Decluttering and Organizing

14 min

4.2

Elite Sales Strategies

Anthony Iannarino

A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative

18 min

3.5

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.