Creativity, my students learn, is as natural a function of the mind as breathing or digestion are natural functions of the body.

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.

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

Managing the creative process means selecting the best people and then letting them do their work. That means nurturing. It also means, from time to time, creating drama - even uncertainty - so that the creative environment has an edge to it, a charge, and does not run out of steam.

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.

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