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All of these creative ideas and decisions about new ways to reach the consumer can be tracked with regard to how well they are working, whether and how they are building awareness for the product, how well they motivate the consumption of the product, and so on.

John Kao

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John Kao
Age: 74
Born: 1950
Born: January 1
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Product
Decision
Decisions
Creative
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Working
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Tracked
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Ideas
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You are able to create an environment so that the creative process can take place and that you can get people to perform at their highest levels.
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The head of a record label sets up structures, but he also defines the sound of the label, which is to describe what is desirable, what fits and what is quality for that label and then to create an environment where that sound can thrive.
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The larger the price tag, the more you have to adopt what I call the postmodern management approach. What I mean by that is that you have to use everything when you make a decision.
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The impresario's job is to pick the right people who can pick the right people. He picks the people who can pick artists and relate to them. People who know what the market craves.
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A pioneering and invaluable work about what it really takes to build innovation capability in society.
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Creativity, my students learn, is as natural a function of the mind as breathing or digestion are natural functions of the body.
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Companies have to take risks to get new knowledge, in a manner similar to how jazz musicians take risks when they go after a new approach to a tune or a performance.
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The capacity to creatively improvise is an important factor that differentiates successful companies - or teams - from those that are not successful.
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Jazz musicians can be great teachers of business. Their creativity is not dependent on their mood, it does not have to be coaxed out of them, it has nothing to do with the phases of the moon or even how they feel that day. They go on stage and start playing. Being creative is their job.
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The manager's job - the impresario's job - is to preside over the company's efforts to jam so the business runs really well.
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Coca-Cola can get really fresh output because it is getting people who are outside the traditional model and they are combining ideas in very novel ways.
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The imagination is like a muscle: it strengthens through use.
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Managing the creative process means selecting the best people and then letting them do their work. That means nurturing. It also means, from time to time, creating drama - even uncertainty - so that the creative environment has an edge to it, a charge, and does not run out of steam.
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The creative process is different from the traditional production and work-flow process. It is not so linear.
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The C.E.O.'s job in a creativity-driven company is to be an impresario, not a manager.
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Organizations are about putting ideas through one or more types of gating procedures. In this way, ideas go from being a whim to becoming a project, from being a skunk works effort to becoming an official, mainstream effort, from being an unfounded program to a funded process, and so on.
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Instead of command and control, managing the creative process is about facilitating and permitting.
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Obviously businesses do not operate like an artists' commune. Business involves deploying finite resources to achieve goals in a competitive environment to make money. That is something creative people understand.
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The conventional asset-allocation method is like sheet music. It is prescribed, it has right answers and wrong answers and it sounds about the same every time. But jamming is different. Jamming is when you make the music. When you improvise and adapt to conditions. When you are creative.
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The mark of the developed intellect is that it could accommodate two contradictory ideas at the same time.
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