Conducting a creativity audit can be very illuminating because it can tell you how the process is working internally and against the competition.

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.

Conducting a creativity audit can be very illuminating because it can tell you how the process is working internally and against the competition.

If you are at Coca-Cola, the creative challenge is one of maintaining - rather than creating - a tremendous level of consumption for your products.

The manager's job - the impresario's job - is to preside over the company's efforts to jam so the business runs really well.

Rather than managing by clarifying events, the creative process may require raising the level of uncertainty. Sometimes this can be done by issuing a creative challenge that has resonance in that it inspires the team to activity.

The challenge is to manage creative people so that the output is fruitful. The challenge is not to have an open environment and simply let them do whatever they want.