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David Kenny on How to Manage Creatives

David Kenny talks about ways to direct abstract thinkers.

Kenny:    Well, I always say, if you look up “create” in the dictionary, it means to do something for the very first time, to be original, and I love creativity, I love new ideas, I love originality, and we have to foster that and celebrate that and take a lot of risk to get that done.  At the same time, if you look at making money in the world, making money is about finding something creative and then replicating it without changing it, because if you’re always changing and you’re always creating, you can’t ever catch up.  You’re always spending new money to create something new, and I think this balance of creation and replication is always the challenge, because we have to figure out when we’ve got an idea that’s good enough, that we should just replicate it, and when we want to constantly be creating new ideas, and that balance of creation and replication is probably the hardest thing we’ve got going in our business.

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