Many authors distinguish product innovation as a key factor for long-term competitiveness. Dominant narrow perception of a product is leading towards incorrect product development process and the consequent result is a bad product. Narrow perception of a product is one of the main paralysing factors affecting the creator in the process of product development, which leads towards a low level of product innovation. As a result, a company is losing its uniqueness, originality, and is not of  interest neither for consumers nor the product developers themselves. This article deals with the product perception problems in the companies of creative industries. The main limiting factors for the perception of a product are analysed in the article as well as possibilities to expand the perception of a product. Five main product development methods: conservative, delegative, holistic, limited open, fully open are described in the article. The choice of the product development methods is especially important for the creative industries companies whose product development process is very intensive.