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.

Creativity, my students learn, is as natural a function of the mind as breathing or digestion are natural functions of the body.

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

The capacity to creatively improvise is an important factor that differentiates successful companies - or teams - from those that are not successful.

An organization is really a factory for producing new ideas and for linking those ideas with resources - human resources, financial resources, knowledge resources, infrastructure resources - in an effort to create value. These are processes that you can map, with results that you can measure.

The C.E.O.'s job in a creativity-driven company is to be an impresario, not a manager.

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 conduct its business. But there are also the "left brain" accounting functions that must continually ask how the company is doing financially and whether the creative processes are working for the bottom line.