Nhà Xuất Bản Twelve

Emotion By Design: Creative Leadership Lessons From A Life At Nike

Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike’s singular brand and was instrumental in its most high-profile breakthrough campaigns.

In EMOTION BY DESIGN, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, EMOTION BY DESIGN is an insider’s guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman’s three favorite guiding principles:

- Creativity is a Team Sport

Over the course of a twenty-seven-year Nike career—from intern to Chief Marketing Officer—Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people—quite literally emotion by design. 

With fascinating stories about Nike’s most famous campaigns, EMOTION BY DESIGN shares Hoffman’s philosophy and principles on how to create an empowering brand that resonates deeply with people by unlocking the creativity within your organization and unleashing it out into the world.

Dealing With China: An Insider Unmasks The New Economic Superpower

The New York Times bestselling author of Dealing with China takes the reader behind closed doors to witness the creation and evolution and future of China's state-controlled capitalism.

Hank Paulson has dealt with China unlike any other foreigner. As head of Goldman Sachs, Paulson had a pivotal role in opening up China to private enterprise. Then, as Treasury secretary, he created the Strategic Economic Dialogue with what is now the world's second-largest economy. He negotiated with China on needed economic reforms, while safeguarding the teetering U.S. financial system. Over his career, Paulson has worked with scores of top Chinese leaders, including Xi Jinping, China's most powerful man in decades.

In Dealing with China, Paulson draws on his unprecedented access to modern China's political and business elite, including its three most recent heads of state, to answer several key questions:

How did China become an economic superpower so quickly?

Written in the same anecdote-rich, page-turning style as Paulson's bestselling memoir, On the Brink, Dealing with China is certain to become the classic and definitive examination of how to engage China's leaders as they build their economic superpower.

Valley Of Genius: The Uncensored History Of Silicon Valley, As Told By The Hackers, Founders, And Freaks Who Made It Boom

Rarely has one economy asserted itself as swiftly--and as aggressively--as the entity we now know as Silicon Valley. Built with a seemingly permanent culture of reinvention, Silicon Valley does not fight change; it embraces it, and now powers the American economy and global innovation.

So how did this omnipotent and ever-morphing place come to be? It was not by planning. It was, like many an empire before it, part luck, part timing, and part ambition. And part pure, unbridled genius...

Drawing on over two hundred in-depth interviews, VALLEY OF GENIUS takes readers from the dawn of the personal computer and the internet, through the heyday of the web, up to the very moment when our current technological reality was invented. The book interweaves stories of invention and betrayal, overnight success and underground exploits, to tell the story of Silicon Valley like it has never been told before. These are the stories that Valley insiders tell each other: the tall tales that are all, improbably, true.

The Breakthrough

Follow along as this New York Times bestselling author details the astonishing scientific discovery of the code to unleashing the human immune system to fight in this "captivating and heartbreaking" book (The Wall Street Journal).

For decades, scientists have puzzled over one of medicine's most confounding mysteries: Why doesn't our immune system recognize and fight cancer the way it does other diseases, like the common cold?

As it turns out, the answer to that question can be traced to a series of tricks that cancer has developed to turn off normal immune responses -- tricks that scientists have only recently discovered and learned to defeat. The result is what many are calling cancer's "penicillin moment," a revolutionary discovery in our understanding of cancer and how to beat it.

In The Breakthrough, New York Times bestselling author of The Good Nurse Charles Graeber guides readers through the revolutionary scientific research bringing immunotherapy out of the realm of the miraculous and into the forefront of twenty-first-century medical science. As advances in the fields of cancer research and the human immune system continue to fuel a therapeutic arms race among biotech and pharmaceutical research centers around the world, the next step -- harnessing the wealth of new information to create modern and more effective patient therapies -- is unfolding at an unprecedented pace, rapidly redefining our relationship with this all-too-human disease.

Groundbreaking, riveting, and expertly told, The Breakthrough is the story of the game-changing scientific discoveries that unleash our natural ability to recognize and defeat cancer, as told through the experiences of the patients, physicians, and cancer immunotherapy researchers who are on the front lines. This is the incredible true story of the race to find a cure, a dispatch from the life-changing world of modern oncological science, and a brave new chapter in medical history.