Googling Your Inner Genius: Master the “Smart Creative” Mindset

Saturday, April 1, 2017

In a world where new apps, platforms, and tools emerge almost daily, it’s easy to feel either overwhelmed or underprepared. Yet the pace of innovation offers an incredible opportunity for product leaders, aspiring changemakers, and anyone who wants to stand out professionally. Google’s concept of the “smart creative,” first described by Eric Schmidt and Jonathan Rosenberg in How Google Works, provides a practical roadmap to seize that opportunity. Smart creatives are people who unite technical know-how, business savvy, and a passion for experimentation. They are relentless in their pursuit of new ideas that deliver meaningful value to users—and in turn, to the business.

Eric Schmidt and Jonathan Rosenberg write, “A smart creative has deep technical knowledge in how to use the tools of her trade … most likely a computer scientist, or at least understands the tenets and structure of the systems behind the magic you see on your screen…. She’s an expert in doing. She doesn’t just design concepts, she builds prototypes.” This definition underscores that a smart creative’s value lies in actually building and validating ideas, not just theorizing about them.

In this blog post, I’ll explore how you can channel your inner “smart creative” to become a more valuable contributor, whether you’re leading products, feeling undervalued in your current role, or searching for specific skills to help you stand out. I’ll break down what makes a smart creative unique and offer actionable insights.

Embrace Deep Technical Knowledge

Smart creatives stand apart because they understand the technology behind their ideas. As Schmidt and Rosenberg explain, “A smart creative has deep technical knowledge in how to use the tools of her trade….” You don’t necessarily need a computer science degree, but you should be comfortable with data, systems, or any technical framework your industry relies on.

For product leaders, this technical foundation lets you talk shop with engineers and designers in a meaningful way—ensuring you set realistic timelines and solve real user problems. If you feel undervalued in your role, expanding your technical skills is a tangible way to show initiative; it’s not about memorizing code syntax, but about grasping how software or data pipelines are structured. For those still mapping out a career path, focus on one or two areas that most directly impact your product domain—whether it’s coding basics, user analytics, or API integrations. Even cursory knowledge can make you a more effective communicator and collaborator.

Connect Business Vision with User Needs

Smart creatives are not just technically adept; they also bring a keen sense of business reality. As the authors note, “She is business smart. She sees a direct line from technical expertise to product excellence to business success, and understands the value of all three.” To stay relevant in today’s market, you must see beyond the code and think about how your product will resonate with users—and how that resonance translates into revenue or strategic growth.

For product leaders, business acumen is critical. You need to understand what budgets look like, why certain features are prioritized over others, and how your product fits into the broader company strategy. If you’re feeling overlooked, learning to present your work in terms of ROI or market impact can make a big difference in how managers perceive your contribution. For those building their career roadmap, you can start by studying case studies of successful products and identifying the common threads between user delight and financial returns.

Keep the Creative Fire Burning

Google’s definition of smart creatives also highlights their innovative spark: “A smart creative is a firehose of new ideas that are genuinely new. She is always on and can recite the details, not because she studies and memorizes, but because she knows them.” In other words, curiosity isn’t just a buzzword; it’s a daily practice of uncovering new possibilities and turning them into prototypes.

For product leaders, fostering this kind of curiosity within your team means encouraging risk-taking and embracing ideas—even if they initially sound outlandish. Filter out the best ones through quick, tangible experiments. If you feel undervalued, your rapid flow of ideas can be your ticket to greater visibility. Suggest fresh solutions, mock them up, and demonstrate their potential to decision-makers. If you’re just figuring out which skills to develop, remember that creativity often happens at the intersection of different disciplines, so expose yourself to fields, hobbies, or experiences outside your usual comfort zone.

Adopt a Hands-On Approach

Schmidt and Rosenberg emphasize that “She doesn’t just design concepts, she builds prototypes.” This hands-on approach is what transforms a mere brainstorm into a valuable proof of concept. By taking action rather than waiting for someone else to do it, smart creatives stand out as catalysts for progress.

In practical terms, product leaders who remain involved in the early building phases can spot potential issues and quickly pivot or refine ideas. You don’t need to do all the coding or design work yourself, but you should stay close enough to the process to understand its nuances. If you feel undervalued, seizing the initiative to create a rough prototype—no matter how rudimentary—often speaks louder than anything else. It shows you’re not just interested in abstract solutions; you’re committed to validating them. For anyone mapping out a skill set, hands-on experience is the fastest way to learn. Try building something basic but functional, run a test, and iterate.

Build Your Roadmap to Smart Creativity

Not everyone embodies all aspects of smart creativity from day one. The authors admit, “Not every smart creative has all these characteristics, in fact very few of them do. But they all must possess business savvy, technical knowledge, creative energy, and a hands-on approach to getting things done. Those are the fundamentals.” Recognizing where you stand—and what gaps you need to fill—can help you plan your next steps.

For product leaders, this means actively nurturing these traits in yourself and your teams. When you bring together people who excel in different areas—some in coding, some in business logic, some in design—everyone grows. If you feel undervalued, create your own individualized roadmap. Maybe you’re already strong in coding but need more exposure to user research, or vice versa. For beginners or those looking to pivot, set small but significant goals around business, technical, creative, and hands-on disciplines. This targeted growth will systematically build your expertise and confidence.

Conclusion: Putting It All Together

The genius of the smart creative lies in the interplay of technology, business, creative ingenuity, and relentless execution. As Schmidt and Rosenberg put it, you must be “user smart … comfortable with data … business smart … and an expert in doing.” These dimensions reinforce each other: your technical skills inspire better product decisions, your focus on business ensures market alignment, your creative spark fosters innovation, and your hands-on approach brings it all to life.

Becoming—or fostering—such a well-rounded individual is no small feat. But if you focus on these fundamentals and remain open to experimentation, you’ll find that each new project, prototype, or idea brings you closer to the impact you want to make. By uniting your talents with a focused strategy, you’ll transform both your professional trajectory and the products you help shape.

Above all, keep iterating on your personal approach. The essence of a smart creative is the ability to adapt, learn, and remain curious about what’s possible. Embrace this mindset, and watch how your combination of skills, passion, and action-oriented execution propels you—and your organization—to new heights.