"Strategy as an Act of Creativity: Essential Business Skills for Product Managers"

Aviral Vaid

Hatched by Aviral Vaid

Oct 22, 2023

3 min read


"Strategy as an Act of Creativity: Essential Business Skills for Product Managers"


When it comes to strategy, it is crucial to understand that it is not merely a tool for predicting the future or preparing for possible changes. Rather, strategy should be viewed as a means to actively create a future in which teams can thrive and succeed. While figures and data may provide insights into the past, a truly creative strategy involves testing hypotheses, adapting to new knowledge, and taking calculated risks. In this article, we will explore the connection between strategy and creativity, while also delving into the essential business skills that product managers need to possess.

The Role of Creativity in Strategy:

Creativity lies at the heart of effective strategy. Instead of relying solely on existing models and frameworks, a creative strategy allows for the exploration of new ideas and approaches. By thinking outside the box, product managers can uncover unique value propositions that set their products apart from competitors. The ability to assess a business or product idea based on its market potential is a crucial skill that product managers must develop. Through practice and experience, this skill becomes second nature, enabling quick evaluation of opportunities and identification of untapped markets.

Evaluating Market Potential:

To effectively evaluate market potential, product managers should ask key questions about the size of the market and its competitors. By understanding the scope of the opportunity, product managers can determine whether the product will cater to existing customers or attract new ones. Additionally, it is important to assess the size of the new market compared to the existing one. Are there already competitors offering a similar product? If so, conducting a thorough analysis of their offering can help identify areas for differentiation. Competing solely on price often leads to a race to the bottom, so it is crucial to focus on creating a differentiated product that provides value beyond what competitors offer.

Creating Differentiation:

Differentiation is a key factor in making the competition irrelevant. By identifying unique selling points and creating an attractive price point, product managers can ensure that their product stands out in the market. Understanding the needs and pain points of target users is essential in crafting a differentiated product that meets their demands. Conducting user research, gathering feedback, and iterating on the product based on these insights can help create a product that truly solves problems for customers.

Actionable Advice:

  • 1. Foster a culture of creativity: Encourage team members to think outside the box and explore new ideas. Create an environment where taking calculated risks is rewarded, and failure is seen as an opportunity for growth and learning.
  • 2. Continuously gather customer insights: Stay connected with customers through surveys, interviews, and feedback loops. Understanding their needs and preferences will enable product managers to make informed decisions and prioritize features and improvements that add value.
  • 3. Embrace an agile mindset: Adopting an agile approach allows for iterative development and quick adaptation to changing market dynamics. By breaking down projects into smaller, manageable tasks, product managers can respond to new knowledge obtained during the testing process and make necessary adjustments to the strategy.


In conclusion, strategy should be viewed as an act of creativity rather than a predictive tool. By incorporating creative thinking into strategy development, product managers can create a future in which their teams can thrive. The ability to evaluate market potential, create differentiation, and foster a culture of creativity are essential skills that product managers need to possess. By following the actionable advice provided, product managers can enhance their strategic thinking and drive the success of their products in the ever-evolving business landscape.

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