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.

You are able to monitor and police your standards of quality once you have defined them.

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 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.

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.

Performers may play in the studio, but they need to go out and tour every once in a while to keep their edge, or a performer who is a stranger may be asked to "sit in" on a set.

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.