Jazz has to work. It has to play with the audience and with the marketplace. I think that is relevant to business.

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.

I would argue that the management of creativity requires a skill set that's relatively different from the traditional management skill set that is appropriate to a large, complex, industrial-era organization.

You would not let your kids do whatever they want. So the challenge is to create accountability in a non-mechanistic way. You cannot come in with a clipboard and check off boxes and figure out why something has not been done on schedule.

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

A pioneering and invaluable work about what it really takes to build innovation capability in society.

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.