There are some pretty obvious ways of benchmarking creativity. One way is to perform what I call a creativity audit, which is to look at your capabilities and look at your performance and examine the percentage of revenue that comes from products that are less than five years old, less than three years old and that are current with the present accounting period. You can then compare those figures to those of your competition along the same axes.
John KaoYou 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.
John KaoCoca-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.
John Kao