@Raheel_Malik Thanks, we’re so happy to have you!
Yes, in mature and healthy product orgs, content design work originates from product strategy and vision, customer feedback and input, research insights, the competitive landscape, and other sources that are strongly tied to the overall goals of the organization.
In orgs like this where content designers are set up for success, they usually initiate the work directly themselves because they’re directly embedded with a product manager in a team. Alternatively, the work might be initiated by a design manager/leader who then provides a content designer to take on the work. In either case, the content design work to be done would be based on some tenet of company or product strategy.
Unfortunately, because things like company/product strategy are almost always kept under wraps and we only see the finished, launched product, it’s hard to provide an example for this. That said, I’d welcome examples from others in the community!