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He has overseen some of Nike's most exciting advertising campaigns with Cristiano Ronaldo, Serena Williams and LeBron James. In his two decades-long career, Hoffman has gone from intern to marketing director, shaping Nike's unique voice and turning ordinary customers into brand advocates.

In a world where marketing is increasingly data-driven, Goffman believes that human connection is at the heart of the best work. Asking readers for Nike shoes, he gives lessons on how to build a powerful brand that people love, and how to motivate the team to work creatively. He calls his method of work "emotion design". He reveals his top secrets in this book.