Harvard Business Review LogoAugust 21, 2026Leonard Mc Lane/Getty ImagesCompanies often make consequential bets on talent based largely on instinct. Research on more than 4,200 musicians suggests a more systematic approach. Managers should assess three forms ofWhen Gap was seeking to make its brand exciting again, it turned to a seemingly unlikely candidate: Victoria Beckham, whose luxury label is known for tailored, minimalist silhouettes. The fast-fashion giant Zara, meanwhile, launched a collection with Puerto Rican artist Bad Bunny, who wore several of these looks at his Super Bowl halftime show.
The Science of Developing Creative Talent
Companies often make consequential bets on talent based largely on instinct. Research on more than 4,200 musicians suggests a more systematic approach. Managers should assess three forms of capital: commercial track record, networks, and professional credibility. They can then use collaborations, stretch assignments, and well-timed risks to fill gaps and build careers. The goal isn’t simply to identify the most talented people; it’s to orchestrate opportunities that help them succeed over the long term.
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