How does creativity play a role in "design strategy"?
Design Strategy: To figure out what is USEFUL:
Creativity in design strategy is like playing a game of "Cruel Chess".
Like "Chess", in that all the opposing pieces represent The Market, The Competition, Available Technologies, Consumer Psychology and Preferences, Economics, Politics, Random Acts of God, Whims of Fashion, Critics, Lack of Budget, Your Own Team's Abilities/Limitations, Viability of Pricing Model, Existing Intellectual Property, Readiness of Supply Chain, etc.
And it's "Cruel", because as you are playing, the opposing side can add as many more pieces to their side as it wants to, but you aren't allowed to do the same for your side. ("Cruel Chess" is very unfair that way).
Time is critical in "Cruel Chess"; you can't take forever to make a move, and the opposing side won't always wait for its turn. And the ability to anticipate 3-4 moves ahead is very, very important in Cruel Chess.
And, yes, Cruel Chess is winnable. You just have to be very, very creative. Steve Jobs wins at Cruel Chess all the time.
Design Strategy: To figure out what is USABLE: Well, that's CRUEL CHECKERS.
— Gong Szeto, Director of Product Design, PEAK6 Investments LP/OptionsHouse Inc.