Forecast the Creator Economy and Recommend One Major Product Bet for Intuit

You are interviewing for a product manager role at Intuit, and the interviewer asks two linked questions. First, how do you expect the creator economy to change over the next few years? Second, if the company were to make one major product investment in this space, what should it build, and why? ### Clarifying Questions - Which creators should I focus on: full-time professionals, part-timers earning side income, or people just getting started, and in which countries? - Should the investment build on Intuit's existing businesses, such as tax filing, small-business accounting, consumer finance and email marketing, or may it be a new business unrelated to them? - What counts as a major investment here: a new product line with its own team over several years, or a significant expansion of an existing product? - How far out is "the next few years": two to three years, or closer to five? ### Part 1 — Forecast the creator economy Describe the main changes you expect for creators, their audiences, the platforms that host them and the brands that pay them. Say which changes you are most confident about and why. ```hint Follow the money and the work Ask how creators earn today, how many places that money comes from, and which parts of running a creator business are still done by hand. The trends that change those answers matter most for an investment decision. ``` #### What This Part Should Cover - The main stakeholders and how each is changing. - A few specific, reasoned trends rather than a long list of buzzwords. - A judgment about which trends are durable and which may be hype. ### Part 2 — Recommend one major product investment Choose one product to build. Explain which creators it serves and which problem it solves, why the company is well placed to win, how you would phase it, and how you would know it is working. ```hint Look for a right to win A strong bet sits where a lasting trend from Part 1 meets something the company already does well. Test your idea by asking whether any startup or video platform could build it just as easily. ``` #### What This Part Should Cover - A chosen creator segment and a specific, painful problem. - The company's advantage and how the product connects to its existing businesses. - A phased plan with success metrics and the main risks. ### What a Strong Answer Covers - A forecast grounded in how creators earn and work, not generic claims about growth. - A direct line from the forecast to the recommended investment. - Alternative bets considered, and a clear reason the chosen one wins. - A business model, success metrics and guardrails. - Risks from platforms, competitors and regulation, and how the plan responds. ### Follow-up Questions - Major video platforms start offering their own payout and tax tools to creators. Does your bet still hold? - How would you size the opportunity before asking for funding, and what finding would make you walk away? - What would you change to serve creators outside the United States?