YouSaid · the spoken record

Greg Hoffman

lines on the record: 82
first: 2022-06-09
most recent: 2022-06-09
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Yeah, you make a great point. And I think, like you, I never wanted, I would see, I would hear about these estranged relationships where people didn't talk family members for years. And I was like, well, that's never going to be me. But you can fall into it, especially when there's polarizing things happening in the world, to your point where there's bound to be generational differences in terms of the eyes you look through. But that's also good advice that you have there. It does get back to empathy and practicing what I preach.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“But it's a hell of a thing what's happened over the last four or five years and how it's what started within politics just kind of moved into families. And in some cases it's broken them up. Over, you know, political views and such. So it's less about me being right or others being right. It's just trying to find like what is the common kind of cause that we can kind of at least agree on on that.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Today, back to this idea of getting past the ideology to have, you know, to go back to why we're connected in the first place through emotion. And so I'm going to see everybody in another month and just try to create a create a different type of relationship that is respectful on both sides. So I don't know if that fully answers the question.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Just the divisiveness of America and the division between political parties as well as, you know, the citizens of America, unfortunately, that is where my own family went, right? Because I don't share those values. And so it's not right right now. And I'm not one to allow something to just, you know, not be fixed. So while I don't have the answers to that, I can say, and I'm revealing maybe too much about my life because on the one hand I've met my birth family and I have these two new families and really enjoying and engaging with. And then on the other side, I need to figure out how to get beyond the politics that exists.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Now we're going deep Election in America in 2016. Damage the relationship with my parents. Who adopted me Because I'm obviously being, you can see through the work that I'm very much, you know, on the left if someone wanted to categorize me as such. And I think you could categorize my parents maybe on the right. And just through all the”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And it's not that I've gotten so much, so much. I have such a wonderful family and kids and such an amazing career and having the opportunity to share it with everybody, but to experience this at this stage of my life is just, I mean, it's just amazing.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Two months later, after lots of discussions kind of getting comfortable, getting to know, we fly out there. And yeah, I mean, it's as you're, I'm trying to play it cool because that's me, just always trying to be, you know, cool about things. But really, it's just like, how's this going to go? I mean, because the last thing you want to be is rejected. But now that you've crossed that point, this is a new experience that you've never had. So what's great that my birth mom did is as we parked and we met at a park on a lake with them is she just came because I didn't know if I could make the first move, but she came running up and just gave me a big hug. We didn't even say anything. And that was the beginning of the first time I saw her in person. And it was just. Yeah, I mean, you know, I'll be honest, I'm a happier person. So, you know.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I mean, it's, again, you're talking about a time, you know, my birth parents were 17 when they had me. And, you know, you've got two kids, one's black, one, one's white in Minnesota. In 1970, that's just not acceptable. You can imagine, right? In high school. So, and my birth mom, right, had to go live in a home as you did as a teenager if you got pregnant and to have me and then had to give me up, okay? And then keeps that as secret. Her whole life until that day when her daughter said I have to ask you something, you know. I know I have a brother.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“To honor them as well. And I want to say something too. It's like to learn that your grandfather was the only black man in his graduating class in college in 1955. Can you imagine what that was like in America in 1955 to be the only black person, let alone there was no women in that class? So yeah, I just look at that and I start to feel where some of my drive to create things that stand out, do things a bit differently. And now I have a backstop, if you will, a history that maybe I didn't get to draw from in the past.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“For the first time, because up until now, you're manufacturing a lot of that as someone who's adopted, right? And so, yeah, it's just been an amazing run. Reuniting with birth families doesn't, you know, the percentages aren't always high. That is going to be a positive one. And in this case, everyone has been just, I mean, unbelievably generous with their time, thoughtful. And I have, I could put together a museum of all the objects and pictures and memorabilia from the generations of these families now. And it's just been amazing. And I wanted to make sure I captured some of that in the book to.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Kind of going back to where we started this conversation about race and search for identity and not necessarily growing up with the black experience, at least the positive one, and to come all the way to today and have spent the last year diving very deep into my African American heritage going all the way back pre-Civil American Civil War. And just I can't tell you what a life bonus this has been. I can't put a dollar amount on it to be able to start to put the pieces together.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And so, wow, that was a lot, right? And that opened up an unbelievable door over the last year of meeting my birth families. And for the first time, being able to answer questions like, why do I look the way I do? Why do I have this? Why is my voice the way it is? And why do I have certain characteristics or passions? And as I dove deeper into it, two things started to unfold. One is the amount of art and design practice going back generations on both sides, right? Not to mention my sister is a graphic designer, my birth mom was a longtime flight attendant, but would spend Oliver downtime at art museums from around the world. My birth grandmother was a painter. And there was art and design on my father's side.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“So I'm sitting around and I get this DM through 23andMe and I usually just ignore those because sometimes it's like, hey, you have a predisposition to like breadcrust. I mean, you get these emails, right? And it's like, oh, great, another 23 notice. But I look and this note says, wow, I had no idea I had an uncle on this or in life. And so I looked at it. And then I looked at the name and I went to, you know, as you do, I went to Facebook, right? And I looked this person up. And I was like, whoa. So the person went to my high school. The person was also a graphic designer, which was what I got a degree in. They had a degree. And as we did, my wife and I did a little bit more sleuthing, it turned out that this wasn't my niece. This was my sister. And this meant that her mom was, you know, not my sister was my mom.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, so you submit your DNA and it's along with ancestry.com, it gives you kind of your family tree. You can figure out others that have joined 23andMe if you're related to them. a variety of other things in terms of what you might be susceptible for from a medical standpoint or other And so as an adoptee and growing up not knowing who my parents were or who my families were or having lots of questions my whole life, but basically I gotten to the point where it is what it is and I'm just moving on with my life, right?”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely, yes. I was sitting at home actually reading the New York Times, an actual newspaper. Remember those? And yeah, I got a DM through 23andMe. I had done the 23andMe thing. What was 23?”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“I felt and I believe this is the best marketing team in the world. I said, what are the top two characteristics you look for in any marketer that you're interviewing for a particular job within the Nike marketing team? And the top two traits that came to the top from everybody was curiosity and collaborative. I mean to a person. And it was kind of tied. I want someone who's always searching for inspiration and is curious about their teammates about the consumer about technology, entertainment, art. And then I want someone who can play with others. That you can feel that sense that this person has conviction, believes in themselves. Can play within a team. And those were the two that rose to the top. And I think that's true today.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Then you're not. I don't believe you would be known as a leading innovator in your space on that. So those are just a few, but I just think it's also, I'll tell you this, when I was CMO, I did an informal poll with the marketing leaders. And I'm biased, of course.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Every aspect of branding, you know. And so think of how powerful that can become is if you have a team and that they're deeply empathetic to who they serve. Like they get great at learning and asking questions. They're unbelievable and always looking beyond what's in front of them to see what else they can because so much of innovation is about transference. You take something from here, you bring it into your sector, and you change the game. And then the risk-taking thing is not feeling like you have a team that has to ask for permission to use their imagination. I think that's really important because if you develop a culture where people have to ask to think people have to. To get approval.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Experimenting with creating an innovation for astronaut helmets for space exploration. And he brought that to Nike and that led to Nike Air. That's my point about find inspiration outside of your sector. And that's that idea of bringing the outside in. So that's the curiosity thing. Outside, get outside yourself. And then, you know, finally is that idea of, you know, we don't play it safe. We play to win. We're not comfortable with the status quo. And we want people comfortable kind of pursuing what's next, not just getting complacent and delivering products, services, stories in the way everyone else is. So we also want to be a team that is obsessive about everything.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“So empathy is like go deeper, whether you're designing a product. It's like, you know, you're revealing the true problem that needs to be solved. You're not just observing some behavior and making, you know, hypothesis off that you're actually spending the time to go deeper and deeper into that. And that's that idea of see what others see, find what others don't. Curiosity is that idea of getting outside yourself because it's one thing to have the insight, right? And the problem that you're going to solve and you're clear on that. But now you need to reveal it to the world. And oftentimes you need points of inspiration coming into the process. And that's why. You look at Nike Air, probably the greatest innovation in the history of sneakers, right? Airbags and air cushioning and sneakers.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Start with the three characteristics that I would say. It's like we're going to have the dominant traits of empathy, curiosity, and let's call it courage or risk taking. Like those three traits is what we're going to be known for. And for empathy, to me within the marketing process is the principle that I talk about in the book is, you know, see what others see, find what others don't. The best marketing teams and the best communication teams are able to peel back the layers, get under the surface of a human being, a city, or a community, and find the deeper insight or truth that resides there. And then they reveal it through storytelling. It's back to the Michael Jordan example. How many more”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, well, and that's the thing. I mean, you have to start with naming, right? And one of the hardest pursuits is naming a product or naming a company. It's such a crowded space. But man, if you get the name right, it will save you millions in marketing.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Publish what you believe, invite folks into the process that have maybe slightly different opinions than you do, and then complete this, build the consensus, and then make sure everyone has it so that clearly as you drive down the road and you're looking at restaurant architecture, business building architecture, it's pretty clear that people just decided like it was good enough. No one will ever, you know, who cares if it's going to win? The point isn't to win awards. The point is to take something as far as you can to contribute something great to society, whether it is a building or a book or this bottle design, the amount of thought that went into that. I think that's the typeface Helvetica, I believe, and the choices made to go upper and lowercase, that's all intentional, you know, to have it black on white.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I do believe in publishing, whether it's you want to call it an ethos, a manifesto, a set of principles, where you clearly articulate what your design standards are or your creative standards. I've always believed that. And they can change over time, but I'm a big believer in publishing thought, publishing ideals that you have. And I'll go even further because what I learned over the years is I was doing a little bit too much self-authorship when I really started to manage teams. I'd go away and I'd come back and it's like, here's the six principles of, you know, obsessing the details that we're going to focus on this year. But I didn't involve them in authoring those. So it's like.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“It's like, well, that's only part of the equation. I've done, I don't know, a couple hundred, I've led a couple hundred brainstorm sessions over the years, big and small. And I've never said at the beginning of the brainstorm session, I want all the non-creative people to leave the room right now because we're going to start to concept and be creative. No, it's, again, it's right and left brain thinkers working together to conceive great things.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“But I'm there to say it's like, you know, yes, we're going to go through how you create a brand plan and a brand strategy. We're going to do this, but you're also going to work on brand identity. And don't worry about if you don't think you're creative because that's, that kills me when I hear that. The application of creativity, yes, oftentimes reserved for people that have created a fluency through experience and education, whether it's an architect, a coder, et cetera. But the creation, the inception of an idea, we can all participate in that. Like the brainstorming of an idea, we can all participate. Because what happens oftentimes is people say, well, I can't draw, I'm not creative.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Of something. And it's been great that I've had people throughout my career to balance that. That's back to this idea of creative tension. Like if there's two startup founders, I love it when it's someone's, someone represents the art and someone represents the science. Someone's more analytical in their decision-making process and others maybe a little bit more nonlinear, maybe a little bit more right brain thinking. And I love that tension because when you don't have that, it's like one side starts to kind of creep up. And that's why I got into, you know, I'm also the branding instructor at the University of Oregon's Graduate School of Business. And these are, you know, I'm in front of mainly folks that want to become future GMs, entrepreneurs, product developers, you name it, right?”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Yourself through this round table, you know, with the marble top. It's like it all communicates. Trust me, I drive my wife and my kids absolutely mad, right? Because they've had to live with this guy who's just constantly moving stuff around and is the clock, is the bookcase like curated perfectly are the books in the right. So if I have a problem, it's in some ways that I'm. Searching for perfection too often. And what can happen is you start to strip.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Role because every one of them, I guess what I'm saying, what I like about when I walked in is it's like everything was considered. It was nothing arbitrary. Because what a miss for some brands, large and small, when they don't have a culture that cares deeply about those details. And I think the best ones do. And certainly When you think of some of the most successful fashion brands, there's just an ethic inside that any detail large or small will be intentional. So motion by design, the word design is really about intention. Be intentional and look to reveal something about.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“No, I think that's the frame as well. You know, when I walk into a space, I'm a bit obsessive, compulsive about design and details, you know, and I walk in, I look at the carpet and what type of chairs and like the display case and what are the objects, you know, and whether I go into a restaurant or the hotel I stayed in last night. I'm soaking all that up, but that isn't the actual experience. That isn't the actual story. You're revealing the story of this podcast through all these elements. But that's still the story frame is where I'm going. And then the delivery of through your voice and these conversations is what sits within it. But yes, those identifiers, those brand elements play a huge role.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“If that makes sense. And so that's why in the book I talk about the picture in the frame. And ensuring that the frame never outshines the picture. That's what I'm getting at. It's like when you're thinking about brand elements and how best to express those through the different platforms, it's the right question, but making sure that they don't take away from the actual storytelling within it. Which is the picture.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Which is, I want to make sure the frame of every podcast has the color gold and it must, you know, so, and again, I'm saying this as someone who's oftentimes been pretty rigid in terms of to grow some of these businesses, to own a brand color, if you will. And you pick your favorite brand. There's a level of repetition needed to build that kind of equity in a typeface, in a color, in a logo. You need to build that brand frame, right? Oftentimes startups almost skip that. It's like, no, go back. It's like really build your brand identifiers, your brand elements, right? Because that's your picture frame. And the stronger the picture frame, the more the picture in it is going to shine. The weaker that frame, then... And the picture within it is kind of on solid ground.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“The success to me is that it's not overly packaged. The success to me is that the transparency and authenticity of the conversations and that there's a rawness to it. And that is branding. Sometimes it's the lack of... Design, if you will, is the very thing that makes something successful. Versus go to, it's always the same questions. And so that's the one thing I really appreciate about what you're doing is this, again, back to this being human as being human and creating emotion. And part of that is just through people can see themselves in you or us. And yeah, I mean, that's what I would say. It's less about sometimes the traditional aspects of branding.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Brands. And it's made their own business successful. It's accelerated their growth. And so that's where I get into this, you know, yeah, our primary. Both from a brand and business standpoint. But more and more, I believe that within that you have to integrate this, you know, being a great corporate citizen and using your platform to provide your innovation and your inspiration to those that, quite frankly, don't have the access and opportunity to get it.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“That are doing great things through their business to affect the lives of underserved communities. But again, so much of what we're talking about is authenticity. Even doing this book, it's like, well, you know, how much social media should I do? And on this platform, does that seem like I'm inauthentic? And like, so at the end of the day, because I driving people crazy with these questions, is that, because I'm not the most public person, right? But as long as I speak from the center and the anchor of the power of creativity in business and its ability to change the world and make that connection clear, and then if people are pissed off about that, then it is what it is. But more often than not, look at some of the most successful.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Know what we say and what we do, then we would deserve the critique and the criticism. So I think you can, for any smaller large company that's kind of, you know, that's wrestling with this that maybe wants to kind of go beyond just the transactions and truly move into that arena where you really are having real relationships with your audience, that their affinity for you comes from that fact that they're getting meaningful benefits, whether those are mental or physical, that are allowing them to progress in life. You know, when you reach that status, I believe indifference isn't an option right now. I believe we need to look to brands that have that level of success. And again, it's not about scale because there's plenty of small brands. Mom and pop brands.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“For a brand like Nike, it was, you know, look at the athletes that represented the brand early on. I mean, they were all rebels, you know, within their own sports. And so, you know, this idea of, and having a maxim within the company that was defy convention, right? So your values kind of say it's like, yeah, there are going to be things we do with conviction that may be polarizing, but it is the deep belief we have in those things. And as long as we always relate them back to sport and this idea of serving the athlete, then we're willing to go there. And if we're not clearly tethered to...”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Your brand story that's representing the emotional qualities that can be released through your work. Because if that person isn't in the room and it's just someone looking at it as content that needs to be distributed. That's not very human. The stronger the emotional connections, the bigger status your brand is going to have most likely in culture. And therefore, the more opportunities you would have to step beyond the business, to have a real impact in the world on some of the most pressing issues of our time. So I do believe there's a process to achieving that”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“To create something that would make people want to watch. And that gets back to emotion by design. I want to emphasize this is that I think the best brands ask the question, how do I want this work to make the consumer feel about themselves and make them feel empowered to go and do great things? Does the work kind of engage and stir emotions in that way where people feel that they can go out and do it or not? Does it create indifference? Because look, look, and I'm not saying the speed at which we're having conversations now between brands and audiences is in real time. And you're not going to be able to create everything as a hit. You know, there's not enough time, money, et cetera. But you should have someone in the room that's representing.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And then proceeding to do that old game that we all played grown up of crossbar where you're sitting kind of, you know, just under midfield and you're trying to kick the ball and hit that top of the crossbar only in this video. Ronaldino is able to do it two, three different times without the ball hitting the ground. And I'll leave it to the audience to figure out if it was real or not. The point is that. Not only did we not have time, but there was a young platform that had just started to emerge called YouTube. And yeah, the team dropped this particular video of Ronaldino on the platform. And lo and behold, it becomes the first brand film to reach a million views, right? And quite frankly, all because there was no money, no time, and the team had to be unbelievably resourceful.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“I would walk out of those conversations over and over again. I'd walk over to the visualization team, and I said, let's come back to the team. Let's surprise them in three days with either an image or a short GIF or a film or even oftentimes an app prototype that was working. If I didn't do that, then more often than not, you might forget that the conversations ever happen. So I went on that tangent just to say, I think it's incredibly effective these brands, large and small, that have visualization capability and that everyone.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“Not necessarily, but I like to put a timeline on how quickly you visualize a conversation. That is, I can't say this enough. And if I have one suggestion to Smaller brands or even startups as they're starting to expand. It's like when you have a conversation, like build a, either build internally or have a relationship with an agency that can take your conversations and the ideas you have and quickly visualize them in a visceral way. And you've heard it before. A picture says a thousand words. And the problem oftentimes with businesses that maybe are a bit bureaucratic is you and I could have a conversation about a cool idea and then three months go by and we see each other again. It's like, you know, what happened to that idea? I don't know. Well, no one took ownership of it one and two.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“So, so true. So often, and also I put a, yeah, timeline and a budget or lack of budget, but a strict timeline can be amazing, right?”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And that's the spirit of risk taking in the innovation space. You need to take the shot because even if you miss it success will come down the road. And so that's what I try to instill with my team.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“All you need is a couple of those examples to say, okay, well, I'd like to participate in that. And I buy into this idea that not everything we're going to do is going to make it. But why I say that I'm still trying to figure it out is it is hard to convince some people that failure is what leads to success. And if I can use this example, it's not in the book, but it's literally my favorite commercial ad of all time. And it's Michael Jordan's 9,000 shots. And amazing commercial from 1997. And the Widening Kennedy Agency sat down with them and learned that Michael had missed 9,000 shots 26 times he was asked to take the game-winning shot and he missed. And he said, yet, I failed over and over again. That's why I succeed.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And you're not feeling the story and the legacy of that. And so rendering that up and knowing that in three days, you could have an audience with the president of the company. And not only that, you could get a go-no-go that quickly of, well, let's try this concept in the wild. And then lo and behold, in less than two years, you have 300 of those stores around the world.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“And I had to condition everyone to ensure that they were comfortable taking the big swings. And part of that is seeing the end results. Like, again, let's look at the last two years. You see this particular concept that is now in 500 stores around the world. One example, but the house of Hoop's example, we had a conversation about how could we create a store specific to basketball that had the same level of passion and energy that a kid's room would have if they loved basketball. You go into a kid's room, they would have posters and so much inspiration and objects and pictures that really express their passion and yet how come you go into a store oftentimes and it might just be shoes on on a wall.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“It's a great call. And again, I'm still figuring it out because think about it. You're asking individuals. Right brain and left brain thinkers to essentially you're saying I said this often, we're going to develop four different concepts this quarter and they're going to be outside of our normal workload because again we have to deliver the business Front and center. We can't get distracted from that. But alongside of that, we're going to visualize and prototype four ideas. But you know what? Only one of them probably will have a chance. So that's not for everyone, right? Oftentimes people only want to work on things that have almost 100% certainty of finding their way in the world.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“You had the space to be able to present ideas that may not be on the plan. And you had a receptive executive team that was willing to hear from you. And that's why there's so many examples of the book of work that wasn't briefed, of work that was just a conversation with a couple people who were empowered to visualize that idea and then put it out in the world. Many of them ideas that had great scale and are still around today. So that's just a little insight in terms of how I looked at building that chemistry.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT
“We've all watched Brazil over the years. We've been enthralled by them. And sometimes they drive us a bit mad because maybe there's a bit of disorganization. But at the end of the day, they've won five World Cups more than any other team. And that's because they value the diversity and the perspective and experience and expertise of each individual player. And so, yes, there's structure of that team. Yes, there's an expectation that there's a level of precision, but they allow improv. They allow spontaneity to reveal opportunity throughout those games. And that's why oftentimes anywhere you go in the world, it's someone's second favorite team beyond the club that they support. And so that was another point.”
2022-06-09 · The Diary of a CEO · The Marketing Genius Behind Nike: Greg Hoffman · IDENTIFIED FROM THE TRANSCRIPT