''The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously'' Steven Bartlett, author of Happy Sexy Millionaire How did Nike go from being a small sneaker brand to the world''s most revered company? Why do its campaigns - from ''Just do it'' to the famous Nike swoosh - capture the imaginations of millions worldwide? And what can any founder or marketer learn from them? Greg Hoffman joined Nike as 22-year-old design internOver the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative: emotion by design. ''Great story, amazing career, so inspirational . . I couldn''t put it down'' Chris Evans ''The ultimate playbook to unleash creativity in any team'' Jake Humphrey, author of High Performance ''An unforgettable account of a man and a business that never had to try to be someone else''s