Creativity is needed to come up with original ideas, which need to be critiqued, evaluated, and elaborated. Many different possibilities need to be explored before focusing on those that have the most potential value. And it is product teams that are able to combine these different behaviors—and switch between them in flexible ways—that are best suited to succeed in the world in which we now find ourselves.

— EMPOWERED: Ordinary People, Extraordinary Products (Silicon Valley Product Group) by Marty Cagan