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.

Performers may play in the studio, but they need to go out and tour every once in a while to keep their edge, or a performer who is a stranger may be asked to "sit in" on a set.

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.

You are able to monitor and police your standards of quality once you have defined them.

Instead of command and control, managing the creative process is about facilitating and permitting.

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.

The imagination is like a muscle: it strengthens through use.