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SAM CALAGIONE “I’m President and Founder of our company, but instead of running all of the day-today aspects from a business perspective, I think I contribute best in my role as chief creative person. I am still usually the guy who comes up with new beers or events or ideas, and I have 140 great people who help bring those ideas to life, because they are way better than I am with the day-to-day operations. Surrounding myself with people whose strengths complement mine has been a huge factor in our success.”


MICHAEL SCHAEFFER “I’m a designer, so I draw. But drawing is not the same as being creative. For example, I don’t draw much these days at Reebok, but I still consider myself to be a very creative individual, because of the strategy my team puts in place and decisions I make as a manager.”

DOUG PRAY “I tend to be a consensus builder, so I like clients who trust me and what I bring to the table creatively. Once you have that trust, you can also say difficult truths, which is another crucial part of the creative process.”

RICHARD NICHOLS “When it comes to creativity as a [music] producer, I prefer to be involved with projects before the idea even starts. I want to be involved with what the sound will say about the artist, philosophically. How does it make sense in the world, before you even start playing a note? Once we decide it’s time to record another album, with the Roots or someone else, then it’s a Rubik’s Cube at that point. We need to say this, and how can we say it and how creative can we be about it? How far can we push it? And that’s us asking it, not the record company. It’s never about whether it might be too ‘out there’ for fans, it’s more about what makes sense to us.”


In Managing Creativity we pick the brains of some very unique creative leaders from all walks of life – CEOs, filmmakers, educators, music p...