Emotion by Design: Creative Leadership Lessons from a Life at Nike

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A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better. Seth Godin Lutz, Catherine (1988): Unnatural Emotions. Everyday Sentiments on a Micronesian Atoll and their Challenge to Western Theory. Chicago: University of Chicago Press. Fig 4. Hedges’ g for each study and combined (random-effects model) for arousal with negative stimulus. Lenton AP, Slabu L, Sedikides C, Power K. I feel good, therefore I am real: Testing the causal influence of mood on state authenticity. Cogn Emot. 2013; 27: 1202–24. pmid:23574266 Reflective design is the highest level of Norman, Ortony, and Revelle's three-level model of emotion and design. At this level, we use information from both visceral and behavioral processing (i.e. the other layers) in combination with our knowledge and experiences. Unlike the visceral and behavioral levels, reflective processing does not have direct access to sensory information. Instead, sensory information is filtered through the unconscious levels of processing (i.e. visceral and behavioral), which influences our perspective and thoughts as a result. Reflective design presents the biggest challenge to us as designers, as customers and users have different opinions, attitudes, memories, and life experiences which are called upon when we make value judgments during reflective processing. To tap into the reflective level successfully, we must investigate what users want from our products, not just in terms of how they intend to use them but also how they might fit into and enhance their lives. References & Where to Learn More

I was able to accelerate my journey as a leader of not just a business and a brand but as someone who could advance the goals of diversity, equity and inclusion. I always remembered that when I found myself in a position to elevate and support others who needed to be seen and heard, especially those individuals who oftentimes were the only ones in the room who looked like themselves the design of a Swatch watch focuses on reflective aspects, where the aesthetics and the use of cultural images and graphical elements are central. Brilliant colours, wild designs, and art are very much part of the Swatch trademark and are what draw people to buy and wear their watches.”

For over two decades, he was a major strategic and creative influence for Nike at every major global sporting event, for the launches of NIKE’s signature products and innovations, and for the building of the brands of its athletes. According to Don Norman, reflective processing is the only conscious form of processing. This process involves the active consideration of a product, encompassing how it relates to us personally, its place in our wider environment, and how it reflects upon us to own and use it. Reflective design is, therefore, concerned with how users rationalize and intellectualize a product according to highly personal and subjective factors (Norman, 2004). At this level, people might ask how the product fits in with their current self-image, whether it reflects upon them in a positive or negative way, whether they would be able to tell a personally meaningful story about it, and whether it would enable them to connect with other people. Know your users

The pursuit of higher behavioral goals, with specialized roles in the explicit processing of internal mental states in WM, relational integration, and memory retrieval ( Ramnani and Owen, 2004). Schreyögg, Georg/Jörg Sydow (Hrsg.) (2001): Emotionen und Management. Managementforschung 11. Wiesbaden: Gabler. Regarding the influence of the different variables considered in the experimental procedures, the present meta-analysis shows the need to consider the characteristics of the stimuli, film clips in this case, since the way they are used may affect the strength of the mood induction generated in the procedure. In 1952, Paul MacLean introduced the term 'limbic system', which refers to the interconnected brain structures responsib We believe in Open Access and the democratization of knowledge. Unfortunately, world class educational materials such as this article are normally hidden behind paywalls or in expensive textbooks.In their work titled “The role of affect and proto-affect in effective functioning” (2004), researchers and prominent usability experts Don Norman, Andrew Ortony, and William Revelle paved the way towards one of the most well-known approaches to emotion and design. Their three-level model of emotional design offers a new perspective when assessing and considering the design process. Norman et al.'s model emphasizes the importance of emotion to the user experience—taking the less well-trodden route of focusing on how the user feels when interacting with a product, as opposed to the usability considerations, which tend to dominate our thinking. Each of the layers of this model refers to a particular type of processing, and for each of these tiers or levels there is a corresponding area of design. Here, we shall concentrate on the highest tier of the emotional design model: reflective processing. Studies were accepted for the meta-analysis if they met the following criteria: (a) the study investigated both positive and negative emotions and neutral state; (b) the participants’ affective state was measured with a self-report instrument; (c) self-reports were based on the dimensional or the discrete model of emotion; (d) the results were reported with sufficient detail to allow calculation of effect sizes. Conceptually maps the homeostatic regulation of internal and external inputs that affect cognition, emotion, feeling, and drive: Inputs → Homeostasis ↔ Emotion ∗↔ Cognition. This lead to the experience of one’s self via overt behavior that is biased by a specific emotion stimulated by bodily changes that underlie psychological/physiological states. ∗Represents emotion associated with a combination of feeling and motivation/drive; ↔ indicates a bi-directional interaction; and → indicates a one-directional relationship. Adapted from Damasio and Carvalho (2013). Averill JR, Ekman P, Panksepp J, Scherer KR, Shweder RA, Davidson RJ. Are there basic emotions? The nature of emotion: Fundamental questions. Series in affective science. New York, NY, US: Oxford University Press; 1994. p. 5–47.

Gómez P, Zimmerman P, Schär SG, Danuser B. Respiratory responses associated with affective processing of film stimuli. Biol Psychol. 2005; 68: 223–35. pmid:15620792 PrEmo measures distinct (pleasant and unpleasant) emotions in a non-verbal manner that is validated cross-culturally. PrEmo can be used both as a quantitative tool (e.g. to identify the concept with the most pleasant emotional impact) and as a qualitative tool (e.g. to use as a discussion tool in consumer interviews). Publications Left VLPFC supports mnemonic control (i.e., task switching, WM and semantic retrieval), and supports access to stored conceptual representations ( Badre and Wagner, 2007).How did we last feel when using a particular product? If a product possesses qualities similar to an object we have used previously, it might evoke some of the emotions and thoughts aroused at the time. Reflective processing takes place when we access things in long-term memory to make value judgments. By reflecting on past experiences and relating these to the products we are using, everyday things are incorporated into our overall experience of the world—and they become as much a part of our memories as what we are doing, who we are with, and where we are. Many products are now even part of the memory-forming experience; cameras, iPhones, computers—all of these things help us mark occasions and collect mementoes, and they provide us with a permanent record of our activities. Alves H, Koch A, Unkelbach C. Why Good Is More Alike Than Bad: Processing Implications. Trends Cogn Sci. 2017; 21: 69–79. pmid:28063663 Applied Cognitive Psychology Unit, Medical School, University of Castilla La-Mancha, Albacete (Spain), Voswinkel, Stephan/ Anna Korzekwa (2004): Dienstleistungsarbeit und Anerkennung. Arbeiten im Kundenkontakt und die Servicekulturdebatte. Forschungsbericht. Frankfurt a.M.: Institut für Sozialforschung. Figueiredo HF, Bodie BL, Tauchi M, Dolgas CM, Herman JP. Stress integration after acute and chronic predator stress: differential activation of central stress circuitry and sensitization of the hypothalamo-pituitary-adrenocortical axis. Endocrinology. 2003; 144: 5249–58. pmid:12960031