John Kao Quotes - Page 2

• Hay que tener criterio, utilizar el análisis convencional de asignación de recursos, retroceder desde las estimaciones del mercado hasta las inversiones actuales y comparar el producto y su potencial con los de la competencia.

  John Kao

  Competition, Needs, Analysis

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• In a large pharmaceutical company, where it's a big bet, you're going to need finance people to be involved in the decision-making because the investment can run into the hundreds of millions of dollars. You're going to have to run scenarios. You might even need agreement from the C.E.O. to make that type of decision. If it's an incremental, low-cost decision in a marketing-oriented company, it may be a very different set of stakeholders a lot further down in the organization.

  John Kao

  Running, Organization, Agreement

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• The management of creativity is more intimate. By that I mean that it deals with an individual's personal, psychological landscape. It deals with the way you create relationships. It deals with creating an atmosphere and environment that support the creative process. As a result, it is a management skill set that is inherently psychological and that encourages desired outcomes rather than demands those outcomes.

  John Kao

  Creativity, Mean, Skills

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• If you are at Coca-Cola, the creative challenge is one of maintaining - rather than creating - a tremendous level of consumption for your products.

  John Kao

  Creating, Creative, Challenges

  Fuente: www.strategy-business.com

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• Hay algunas formas bastante obvias de evaluar la creatividad. Una forma es realizar lo que yo llamo una auditoría de la creatividad, que consiste en examinar sus capacidades y su rendimiento y examinar el porcentaje de ingresos que proceden de productos que tienen menos de cinco años, menos de tres años y que están al día con el periodo contable actual. Luego puedes comparar esas cifras con las de tu competencia siguiendo los mismos ejes.

  John Kao

  Creativity, Axes, Years

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Creativity, Mean, Atlanta

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

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• Organizations are about putting ideas through one or more types of gating procedures. In this way, ideas go from being a whim to becoming a project, from being a "skunk works" effort to becoming an official, mainstream effort, from being an unfounded program to a funded process, and so on.

  John Kao

  Organization, Ideas, Effort

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Ideas, Creative, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Running, Drama, Mean

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• Tunes have notes and tempos and rules. If the tune is "All the Things You Are," you have to adhere to its structure and to the tradition behind that structure.

  John Kao

  Tunes, Tradition, Notes

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Jobs, Mean, Differences

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• Ultimately, the impresario must know when to simply get out of the way.

  John Kao

  Camino, Sabe

  Fuente: www.strategy-business.com

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• 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.

  John Kao

  Track, Challenges, Lines

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• There's real "right brain" creativity that goes into all of the organizational processes that a company utilizes and must continually reinvent in order to conduct its business. But there are also the "left brain" accounting functions that must continually ask how the company is doing financially and whether the creative processes are working for the bottom line.

  John Kao

  Real, Creativity, Order

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• La mentalidad de gestión tradicional es una mentalidad analítica. Se trata de rendir cuentas y definir responsabilidades.

  John Kao

  Responsibility, Creating, Accountability

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Ideas, People, Way

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• 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.

  John Kao

  Team, Creativity, Artist

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

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• The impresario function is about intervening with the company's more administrative management structure. It is about trying to establish a sense of boundaries and budgets and milestones and so forth on a project that does not necessarily lend itself to milestones. It is about translating between the intimate interior environment of the creative work team and the company's need to make money. And finally, it is about positioning the fruits of the creative process in the marketplace and selling them.

  John Kao

  Team, Creative, Trying

  Fuente: www.strategy-business.com

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• Las empresas tienen que arriesgarse para obtener nuevos conocimientos, de manera similar a como se arriesgan los músicos de jazz cuando buscan un nuevo enfoque para una melodía o una interpretación.

  John Kao

  Risk, Musician, Tunes

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• Cuanto mayor es el precio, más hay que adoptar lo que yo llamo el enfoque de gestión posmoderno. Lo que quiero decir con esto es que hay que utilizarlo todo a la hora de tomar una decisión.

  John Kao

  Mean, Price Tag, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• In a corporate context, companies have to try very hard to oppose the enticements of conventional wisdom. They must aim for the leaps, which means that companies have to do more than simply manage their knowledge, which is composed of the insights and understandings they already know. They also have to manage the knowledge-generation process. It's not just about, "Oh, we're going to create a data warehouse and we are going to invent a computerized filing system to get at all the stuff we know."

  John Kao

  Mean, Data, Understanding

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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

  John Kao

  Thinking, Play, Jazz

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• Now jamming - which is about collaborative improvisation - has to do with getting people together to be creative musically. But it is a very powerful metaphor for understanding the grammar of the creative process. It applies to business and to other pursuits as well.

  John Kao

  Powerful, People, Creative

  Fuente: www.strategy-business.com

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• Conducting a creativity audit can be very illuminating because it can tell you how the process is working internally and against the competition.

  John Kao

  Creativity, Competition, Process

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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• The creative process is different from the traditional production and work-flow process. It is not so linear.

  John Kao

  Creative, Different, Flow

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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