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The Diary Of A CEO with Steven Bartlett

The Marketing Genius Behind Nike: Greg Hoffman

The Diary Of A CEO with Steven Bartlett

FlightStory

Society & Culture, Business, Education

4.613.2K Ratings

🗓️ 9 June 2022

⏱️ 79 minutes

🧾️ Download transcript

Summary

Greg Hoffman is the former Chief Marketing Officer at Nike, and the author of Emotion By Design, a book about how to find emotional ways to tell business stories and connect your ideas through creative storytelling. Joining Nike when he was just in his early 20s, to becoming one of the most senior people of colour in corporate America, his life story is like no other. Here he tells us not just how to find new ways to get your story across, but delves into his own story as he tells us how he met his real family for the first time only a couple of years ago, and how that felt for him. Greg is an entirely new voice on how to be a caring leader and deal with the stresses of high-level executive roles. Because when it’s your job to find ways to connect ideas with other people, you first have to connect those ideas to yourself. Follow Greg: Instagram - https://www.instagram.com/ghoff70 Greg’s book - https://www.amazon.co.uk/Emotion-Design-Creative-Leadership-Lifetime/ Follow me: https://beacons.ai/diaryofaceo Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

Click on a timestamp to play from that location

0:00.0

I was told that the KK was going to get me and that's righting when you're a child.

0:08.0

Chief Marketing Officer to Vice President of Global Brands, an almost three decade career at Nike.

0:12.4

That's right, yeah. You know Nike was really the only

0:15.1

brand that was putting people of color in their communication. That showed me you could make a living

0:22.2

doing what you love.

0:24.0

Why is the Air Force One Shoe an example of Nike not chasing call?

0:28.0

It wasn't created to make a statement in culture.

0:32.0

It was created to make a statement on the court and the fact that Moses Malone

0:36.8

won on the court in the Air Force One. That's cool. Your authenticity is your cultural currency. The minute your audience can no longer see your original pursuit, they partner with someone else.

0:50.0

April 2021, significant month for you in your life.

0:54.0

I got a DM through 23 in me, and that opened up meeting my birth families.

1:01.0

The last thing you want to be is rejected and it was just

1:04.2

uh... So without further ado, I'm Stephen Bartlett, and this is the diary of a CEO, USA Edition.

1:17.0

I hope nobody's listening, but if you are, then please keep this to yourself. Greg, I'm a tremendous believer in the fact that our early years are incredibly formative.

1:36.0

What are the things that really left a remaining mark on you in terms of their influence as an experience or an event or trauma?

1:44.0

Yes, again, I had two passions growing up, sport and art.

1:49.0

And really why I got involved in art, an art of all sorts, whether it was drawing, painting,

1:56.0

sculpting, is growing up as a half black, half white, adopted kid into a white family going to a all white school system and

2:06.5

experiencing lots of adversity through racism and other things.

2:12.1

Art was the thing that I was able to essentially escape from reality

2:16.7

and find myself in the art and that's when I started to discover that I could draw things in accurate detail.

2:25.0

You know, I could dream and then put that on paper and it was very powerful and it was a way for

...

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