Improvisation in the jazz sense - like the business sense - is not formless. It is built on a skill set. Jazz, for example, involves selecting a tune.

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.

Creativity 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.

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

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 impresario's job is to pick the right people who can pick the right people. He picks the people who can pick artists and relate to them. People who know what the market craves.

Coca-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.