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

More quotes by John Kao

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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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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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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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Instead of command and control, managing the creative process is about facilitating and permitting.
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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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The imagination is like a muscle: it strengthens through use.
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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 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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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 mark of the developed intellect is that it could accommodate two contradictory ideas at the same time.
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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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People must get respect for their new ideas.
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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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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 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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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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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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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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You need judgment, you need to utilize conventional resource-allocation analysis, you have to work backward from estimations of the market to the current investments and you have to do some benchmarking of your product and its potential against your competition.
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