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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
Author
Writer
Way
Ways
Consumers
Decision
Product
Creative
Decisions
Working
Regard
Whether
Reach
Tracked
Ideas
Products
Motivate
Wells
Awareness
Consumer
Well
Building
Consumption

More quotes by John Kao

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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 imagination is like a muscle: it strengthens through use.
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The impresario functions as a bridge and a translator. He or she is a bridge between the creative point of view - which is often very focused on the creative task itself - and the resource-allocation process. The impresario has to make certain the funds and people required to get that task completed are available.
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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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People must get respect for their new ideas.
John Kao
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If you come up with a new product, you can very easily track its contribution to the bottom line. But often the challenge can be both large and subtle.
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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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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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Jamming - which follows rules but not individual notes - gives you a different result each time, depending upon the players and the conditions in which they find themselves. It is adaptable to changing conditions.
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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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In the end it is the musician who actually plays the notes. The impresario - or the project leader - is only there to make sure that happens. That is a very different type of management mind-set.
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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 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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Creativity is not like the weather: You can do something about it. And you can measure it well enough to determine its effect on sales and profits.
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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.
John Kao
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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.
John Kao
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Instead of command and control, managing the creative process is about facilitating and permitting.
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A pioneering and invaluable work about what it really takes to build innovation capability in society.
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The traditional managerial mind-set is an analytical mind-set. It is about creating accountability and defining responsibilities.
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