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

If you come up with a new product, you can very easily track its contribution to the bottom line. But often the challenge can be both large and subtle.

The impresario functions as a bridge and a translator. He or she is a bridge between the creative point of view - which is often very focused on the creative task itself - and the resource-allocation process. The impresario has to make certain the funds and people required to get that task completed are available.

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 traditional managerial mind-set is an analytical mind-set. It is about creating accountability and defining responsibilities.

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.

Creativity is the crucial variable in the process of turning knowledge into value