b'INTELLECTUAL CAPACITY one of his subordinates to take and develop the idea. This is enough togranthimameetingand,ifnecessary,toinitiatean implementation.Similarly, the head of a department can do the same in his area. However, when ideas are flowing in the opposite direction, up rather than down, they are unlikely to flow unless they are supported by minimal guidance regarding the definition of the idea, inherent costs and risks and a certain level of communication from the initiator.b. The complexity of the idea: the more complex the implications of an idea and the more it may require changes and reorganizations within theorganizationthenobviouslythemoreitwillbenecessaryto expand the proposal, in responsible ways to receive the necessary attention.c. Thenatureofthesector:Theamountofsupportingdetaila subordinate must submit with their idea often depends on the industry involved and the focus of the idea.For example, one of the reasons why so much emphasis is placed on creativityinadvertisingisthatthefirstrequirementforan advertisement is to attract attention.Thus,creativityoften revolves around trying to achieve visual or auditoryimpact,sothatadvertisingstandsoutfromtheever-expandingstreamofadvertisingnoisetowhichtheharassed consumer is subjected.At this point, in the advertising industry, beingcreativityis quite different,onthewhole,fromwhatitis,say,inthesteelindustry. Putting a new logotype on a shirt isNo sooner said than done.The idea practically goes hand in hand with its implementation.However, in the steel industry, an idea, for example, to change the price discount structure to encourage users of cold-rolled steel sheets to place larger orders is so fraught with complications and potential problems,thattalkingaboutitisnotenoughtoestablishsucha discount program.Togetasympatheticfirsthearing,suchanideamustbe accompanied by a good deal of factual and logical evidence.d. Theattitudeandoccupationofthepersontowhomtheideais submitted:everyoneknowsthatsomebossesaremorereceptiveGermain Decelles225'