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.

Now jamming - which is about collaborative improvisation - has to do with getting people together to be creative musically. But it is a very powerful metaphor for understanding the grammar of the creative process. It applies to business and to other pursuits as well.

Ultimately, the impresario must know when to simply get out of the way.

The creative process is different from the traditional production and work-flow process. It is not so linear.

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.

Tunes have notes and tempos and rules. If the tune is "All the Things You Are," you have to adhere to its structure and to the tradition behind that structure.

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.