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

Shred. A mobile app, Shred connects users to outdoor adventures all around them (or to places they’re traveling to), and to each other, making it easy to do something fun and active without a lot of online research.

“Now more than ever,” I said, “it’s important for a brand to be more human in this age of automation.”

The Product Is the Hero

Viewed in this way, the poster does far more than showcase another great athlete; it distills the very purpose of Nike—the core of its brand—into an image: You too are an athlete capable of greatness.

When introducing a new innovation to the world, the goal is always to make the benefit of that innovation both intuitive and meaningful.

When I speak about brand identity to my audiences, I often use the metaphor of a picture frame. Your brand identity is how you frame every image, every product, every bit of output from your brand. The frame shouldn’t overshadow the picture—or the thing you’re trying to showcase—but it should contain recognizable elements that would tell anyone thi

“Choose Go”

by helping one person, it can help many people. But don’t stop there. Don’t leave it to the individual customer to be converted as a believer in your product; help them convert others. Be active and purposeful in building a cause around the product.

one of the most important creative principles: Hold the smallest detail to the highest standard.