The traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity… — John Kao Copy Share Image
If you are at Coca-Cola, the creative challenge is one of maintaining - rather than creating - a tremendous level of consumption… — John Kao Copy Share Image
There's real "right brain" creativity that goes into all of the organizational processes that a company utilizes and must continually reinvent in… — John Kao Copy Share Image
Instead of command and control, managing the creative process is about facilitating and permitting. — John Kao Copy Share Image
Rather than managing by clarifying events, the creative process may require raising the level of uncertainty. Sometimes this can be done by… — John Kao Copy Share Image
There are some pretty obvious ways of benchmarking creativity. One way is to perform what I call a creativity audit, which is… — John Kao Copy Share Image
When you come into a creativity-driven environment, things are very different and there is the danger that a traditional managerial mind-set could… — John Kao Copy Share Image
Creativity is the crucial variable in the process of turning knowledge into value — John Kao Copy Share Image
Creativity is not like the weather: You can do something about it. And you can measure it well enough to determine its… — John Kao Copy Share Image
Managing the creative process means selecting the best people and then letting them do their work. That means nurturing. It also means,… — John Kao Copy Share Image
I would argue that the management of creativity requires a skill set that's relatively different from the traditional management skill set that… — John Kao Copy Share Image
The management of creativity is more intimate. By that I mean that it deals with an individual's personal, psychological landscape. It deals… — John Kao Copy Share Image
The challenge is to manage creative people so that the output is fruitful. The challenge is not to have an open environment… — John Kao Copy Share Image
Creativity, my students learn, is as natural a function of the mind as breathing or digestion are natural functions of the body. — John Kao Copy Share Image
Jazz musicians can be great teachers of business. Their creativity is not dependent on their mood, it does not have to be… — John Kao Copy Share Image
The creative process is different from the traditional production and work-flow process. It is not so linear. — John Kao Copy Share Image
Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the… — John Kao Copy Share Image
You are able to create an environment so that the creative process can take place and that you can get people to… — John Kao Copy Share Image
The C.E.O.'s job in a creativity-driven company is to be an impresario, not a manager. — John Kao Copy Share Image
It takes creativity at every stage to make the discontinuous leap from one level of knowledge to the next. These discontinuous leaps… — John Kao Copy Share Image
Conducting a creativity audit can be very illuminating because it can tell you how the process is working internally and against the… — John Kao Copy Share Image
The impresario function is about intervening with the company's more administrative management structure. It is about trying to establish a sense of boundaries and… — John Kao Copy Share Image
The traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity in that… — John Kao Copy Share Image
If you are at Coca-Cola, the creative challenge is one of maintaining - rather than creating - a tremendous level of consumption for your… — John Kao Copy Share Image
In a corporate context, companies have to try very hard to oppose the enticements of conventional wisdom. They must aim for the leaps, which… — John Kao Copy Share Image
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… — John Kao Copy Share Image
All of these creative ideas and decisions about new ways to reach the consumer can be tracked with regard to how well they are… — John Kao Copy Share Image
If you come up with a new product, you can very easily track its contribution to the bottom line. But often the challenge can… — John Kao Copy Share Image
Companies have to take risks to get new knowledge, in a manner similar to how jazz musicians take risks when they go after a… — John Kao Copy Share Image
Performers may play in the studio, but they need to go out and tour every once in a while to keep their edge, or… — John Kao Copy Share Image
You would not let your kids do whatever they want. So the challenge is to create accountability in a non-mechanistic way. You cannot come… — John Kao Copy Share Image
There's real "right brain" creativity that goes into all of the organizational processes that a company utilizes and must continually reinvent in order to… — John Kao Copy Share Image
