Human beings are always looking for an emotional connection. Not just in their personal relationships or the relationships they build at work, but in the foods they eat, the cars they drive, and the sneakers they put on their feet.

Greg Hoffman has spent his life crafting those connections, making the argument that a brand is far more than a quality product, but an epic, human-centric, emotionally-charged story for people to connect with and to live by. He's helped create those stories by breaking down the siloes and territorial boundaries that hinder creativity. He believes that the art of radical creative collaboration can not only change perceptions, behaviors, and culture but also improve the world we live in.

Here's Greg in conversation with Will Travis, founder of Elevation Barn.

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