There’s no need to reinvent the wheel, but you can certainly get creative with it. A racing bike wheel won’t fit on an F1 car, but both need to make you faster. The key is knowing where your wheel will roll, so SPEAK TO CUSTOMERS. If you’re designing for racing bikes, go to the velodrome, not the pit lane. Balance creativity and practicality, but don’t forget the other metrics that matter. A fast wheel is useless if it can’t steer or brake.

Support the points listed. We should deliver to consumers products / services they need and which close their pains. But sometimes customer may not know the way how that need will be closed. That is the point when creativity borns and can differentiate you out of competitors. Don’t be shy to introduce novelties, just keep in mind to make them user-friendly, intuitive and simple👍🏼

"Creativity" is amazing but you need to make sure that the customer will understand your product and what value it will bring to their life. Remember, product or service is developed to the end customer, not for you. To try making sure / reducing the risk, you need to validate: 1) If you have data, its a perfect way to start, analyze your data, there is always the answers you looking for. 2) If you don't have data, try to do surveys, to do focus group, to know who will be your potential customer. As a final step, build your MVP product (don't waste time developing all the features), find a niche of customers as a "focus group", show to them your product and ask question as improvements for the next release.

Sometimes the simplest solutions require the most creativity to pull off. Balancing creativity with market demand means engaging across product and engineering around innovation and incubation, including a process to test the waters with your early adopters. The goal is to find novel ways to deliver value that tells customers you know who they are, and what they need.

Eu já tive oportunidade de desenvolver muitos produtos ao longo da minha carreira. Alguns com muitas inovações e outros simplesmente com pequenas mudanças para melhoria de eficiência, ou custo. No geral e na minha opinião a pior coisa que pode acontecer em um lançamento de produto é ele não ter nenhum elemento de criatividade. Sem isso é extremamente difícil promover o benefício. Em casos de produtos que muito pouco awareness de mercado isso ainda é possível. Portanto acredito que qualquer lançamento e desenvolvimento precisa ter um grande insight/ resolução de uma problemática ao consumidor. Isso é exatamente o que vai ajudar a criar um bom conceito criativo que vai gerar atratividade ao consumidor.