How to Measure a Creative Idea

How do you necessarily have a metric or an ROI on a brand new, like, you know, wide open blue sky creative idea? Where are the metrics for that? At some point in time, there's a certain aspect of jumping here, isn't there? Some managers believe that there should be. And I think it's just something that we just don't talk about and businesses don't really talk about, how they manage this problem.

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