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 head of a record label sets up structures, but he also defines the sound of the label, which is to describe what is desirable, what fits and what is quality for that label and then to create an environment where that sound can thrive.

People must get respect for their new ideas.

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.

Jamming - which follows rules but not individual notes - gives you a different result each time, depending upon the players and the conditions in which they find themselves. It is adaptable to changing conditions.

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

You are able to create an environment so that the creative process can take place and that you can get people to perform at their highest levels.