The (other) J Moore continues our Improv conversation. He makes this point really well:

I've found the biggest misnomer about Improv in business is executives believe Improv is acting. Improv is not about acting ... it's about looking, listening, and reacting.

And I love this anecdote

In 1998, Mark McGwire, former St. Louis Cardinals home run hitting first baseman, walked into a Starbucks and gave the barista at the register a “gift” by commenting on how cool his Starbucks logo cap was. The barista took the “gift” and responded by giving the cap to McGwire.

A few nights later on the broadcast of the World Series, an NBC television camera spotted Mark McGwire in the stands proudly sporting the Starbucks logo cap the barista had given him. The television camera fixated on McGwire for over a minute as the announcers cooed about McGwire’s home run heroics of that year.

Needless to say, the marketing and PR departments at Starbucks were overjoyed at the visibility the company received during the World Series without having to fork over advertising dollars.