Embracing Creativity in Product Strategy
Starting a new role can be overwhelming. You’re bombarded with new faces, systems, and processes.
One of the greatest challenges in product management is breaking free from cognitive biases that stifle innovation.
As outlined by Tony McCaffrey and Jim Pearson in their essay Find Innovation Where You Least Expect It, biases like functional fixedness limit our ability to see beyond the obvious uses of a tool or idea.
They recommend the “generic parts technique,” which involves breaking down an object into its fundamental components to unlock new use cases. eg viewing a candle not just as a single item, but as wax and wick, opens the door to novel applications.
Applying this concept to product management, Product Managers should focus on breaking down existing resources and strengths to find innovative solutions.
Creativity in this context is about generating useful, novel ideas—a form of “combinatorial play” as Einstein described it.
Identifying the unique strengths and weaknesses of your new company can set the stage for creative breakthroughs.
A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) can be an invaluable tool here.
| Days | Areas | Deliverables | |
| 1 to 15 |
Product Strategy Stakeholder Management |
1st Draft SWOT Analysis 1st Draft Stakeholder Diagram |
|
| 16 to 25 |
Product Dev Discovery | Brainstormed list of solutions | |
| 26 to 30 |
Product Dev Prioritisation | Roadmap | |
| 31 to 90 |
Product Dev Execution Product Strategy Stakeholder Management |
Product Requirements Document Deliver on early win 2nd Draft SWOT Analysis 2nd Draft Stakeholder Diagram |
90 DAY ACTION PLAN
1) FIRST 30 DAYS
1.1) Use Your Products
Spend 2 hours daily getting hands-on experience with your new company’s products to understand their architecture and user experience.
1.2) Interview Long-Timers
Schedule 3 coffee chats a week with veteran team members. Dive into company lore, industry trends, and learn from their experiences.
1.3) Industry Research
Dedicate 2 hours daily to exploring competitors and industry benchmarks.
By the end of the first month, you should have a clear SWOT analysis that highlights where your company excels and where it needs improvement.
This groundwork will help you identify opportunities for creative solutions that align with your product strategy.
1.4) Building Relationships with Stakeholders
A significant portion of your success in the first 90 days will depend on effective stakeholder management.
From team members to external partners, knowing who to involve and when is crucial.
Here, a stakeholder diagram can help map out your interactions:
Core: Your immediate product team like engineers and designers. Your day-to-day collaborators.
Contributors: Impact your project directly but aren’t involved in daily decision-making.
Observers: Just need updates. Keeping them informed with minimal effort is key.
Evaluators: Inspired by Pixar’s “creative brain trust,” this group can serve as a sounding board for feedback on your product vision without being deeply invested in the project.
2) DAYS 30-60
2.1) Map Your Stakeholders
After each coffee chat, categorise individuals using the stakeholder diagram. Adjust this map as you learn more about each person’s role and influence.
2.2) Set Expectations with Core Team
Understand how your team members work. Ask about their processes, preferences, and pain points to align your approach.
By the 60-day mark, you should have built strong relationships with key stakeholders, setting the stage for collaborative success in your product initiatives.
2.3) Secure Early Wins
As Michael Watkins emphasises in The First 90 Days, early wins are crucial for building momentum. But how do you identify and execute on these quick wins? Start by looking for patterns in stakeholder feedback. Focus on unfinished projects that have been sidelined due to lack of time or resources—these can be prime candidates for early victories.
3) DAYS 60-90
3.1) Discovery
Use your SWOT analysis and stakeholder insights to identify a high-impact project that can be completed quickly.
3.2) Prioritisation
Use creative goal-setting techniques, such as exploring hyponyms (more specific synonyms), to refine your project goals. For example, changing “improve API usage” to “increase API key generation” can sharpen focus.
3.3) Execution
Implement the solution with a small team, aiming for a quick turnaround. Apply the “satisfice” principle—seek solutions that are good enough within your time constraints rather than perfect.
As Rick Rubin famously said, “There is no connection between how long something takes and how good it is.” By focusing on delivering something impactful within 60 days, you demonstrate your ability to drive results.
Summary of Your 90-Day Plan
The role of a Product Manager is inherently cross-functional, demanding expertise in strategy, stakeholder management, and product development. For a Product Manager, the first 90 days are an opportunity to leverage unconventional thinking tools like brainswarming (a structured approach to brainstorming) and combinatorial play to solve complex problems.
DAYS 1-30
Focus on product strategy by using tools like SWOT analysis and generative techniques to identify opportunities.
DAYS 30-60
Build stakeholder relationships and map out a clear stakeholder diagram for better project alignment.
DAYS 60-90
Secure an early win by leveraging creative problem-solving and rapid execution techniques.
By following this plan, you build trust, establish your creative approach, and lay a solid foundation for future product innovations.
The first 90 days are your chance to demonstrate that creativity and structured problem-solving can coexist, paving the way for long-term success in your role as a Creative Product Manager.