It takes creativity at every stage to make the discontinuous leap from one level of knowledge to the next. These discontinuous leaps of understanding lead to insights that in turn lead to value creation.
John KaoThe creative process is different from the traditional production and work-flow process. It is not so linear.
John KaoThe traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity in that area. But Coca-Cola does not do it that way. It knows how to manage creative people and creative teams and it has been quite adept at building a network that includes the Creative Artists Agency in Hollywood, which is a talent agency.
John KaoCreativity is not like the weather: You can do something about it. And you can measure it well enough to determine its effect on sales and profits.
John Kao