Pixar's Strategy Pixar is a unique film making studio. They use ideas that boost their employee’s creativeness and in return get productive employees. The strategy that Pixar used starts from when they hire employees up to product release. To bring new products to the market Pixar depended on a few product development techniques. One of the techniques that Pixar executives used was to create their own ideas and not use cookie cutter ideas that other studios were using. This gave Pixar a competitive advantage for being unique. The executives took a big risk using this as a technique. Executives figured that “[i]f you want to be original, you have to accept the uncertainty, even when it’s uncomfortable” (Catmull, n.d., p. 3). Another technique