HOEPLI - THINKING THE FUTURE: Greg Hoffman – Designing Emotions - Lessons in creativity from a lifetime at Nike, with Cristiano Carriero and Riccardo Scandellari

Often, brands promote the "culture of identity," building teams around the personalities of leaders, thus avoiding dreamers with their eyes wide open, ignoring the taciturn because they assume that being introverted is a sign of weakness, and seeking those who resemble them. But often creative success comes from listening to people who don't think like us, from those dreamers who, faced with something taken for granted, look at you with a spark in their eyes and say, "What if..." We discuss this with Riccardo Scandellari and Cristiano Carriero, Hoepli authors, speakers, and branding experts.