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Secrecy is for the happy,--misery, hopeless misery, needs no veil; under a thousand suns it dares act openly.

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John Kao

Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the product. To support those decisions, the company must constantly reinvest in its marketing links to its customers. As a result, a high level of creativity must go into everything the company does, from cause-related campaigns - Coca-Cola and its sponsorship of the Olympic Village in Atlanta, for example - to new catch phrases, commercials, marketing slogans, advertising campaigns and promotional tie-ins.

Mean, Creativity, Ties, Decisions, Commercials, High
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Rather than managing by clarifying events, the creative process may require raising the level of uncertainty. Sometimes this can be done by issuing a creative challenge that has resonance in that it inspires the team to activity.

Challenges, Creative, Inspires, Require, Team, Uncertainty

The C. E. O. 's job in a creativity-driven company is to be an impresario, not a manager.

Company, Creativity, Driven, Impresario, Jobs, Manager

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.

Artist, Job, Jobs, Know, People

The head of a record label sets up structures, but he also defines the sound of the label, which is to describe what is desirable, what fits and what is quality for that label and then to create an environment where that sound can thrive.

Create, Desirable, Label, Labels, Quality, Sound

A large part of the impresario's job has to do with maintaining and communicating standards of performance. Knowing how to set those standards - which are often more subjective than analytical - means knowing how to communicate the difference between something that is great and something that is just O. K.

Differences, Jobs, Knowing, Large, Mean, Set
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