December 27th, 2023
Content from Bryan’s new Award Winning, Bestselling Book
The Visionary Brand, The Success Formula Behind the World’s Most
- Readers Favorite Award Winner: Best, Non-fiction, Marketing book
- Amazon Bestseller.
THE VISIONARY BRAND | The Product Vision | Creating A Breakaway
” The people who are crazy enough to think they can change the world are the ones who do.”– Steve Jobs
The Product Creation process is unique in its implementation and
execution. Implementation must follow a strict Ideation process with the
freedom to interact and mindstorm, and the team’s makeup must be the Creators
who know what it takes to disrupt the status quo. The execution is where the
support system comes in, helping bring these Ideas to Reality.
To create a Breakaway product culture, you must first have a culture
that believes in and embraces Disruption, blowing things up that do not make
life easier or more efficient—a culture of risk, which inevitably determines
your destiny. Many companies are uncomfortable in this environment, and why
they are NOT brands. To achieve “best in class” status, you must create an
authentic culture that embraces failure due to risk. The risk results in both
rewards and failures. Remember, as I have stated before, NO great product has ever
been created without first having failed, most times, again and again before
successfully commercializing the Idea.
A Breakaway product creation culture demands you are “disruptive by
design,” to become a category leader, you must have a clear vision of the
future and determine what your community needs, not wants. Want is driven by
the current environment; the future determines need. Think of the iPhone or the
automobile; each Disruption was driven by a visionary leader who knew what they
Visionary brands create what I call a Breakaway Pipeline. If you use the
surfing analogy, surfing the funnel, the pipeline is the ultimate thrill. More
importantly for brands, being able to surf this creative pipeline for
generations and not becoming just another one-hit wonder.
If you have your sights set on being a Visionary brand, then one of the
most critical ingredient of your formula is the Breakaway Pipeline, achieving
category leadership through the following;
1. Give the Creators and the Design team the
freedom to dream big and fail! Reward excellent failures, as this moves you
closer to success. Success without failure is impossible.
2. Commit to Category Leadership.
3. Build a sustainable product Ideation process.
Create, Test, Release, Reload.
4. Stay true to your brand Vision and foundation
principles. Without them, you lose authenticity.
5. Break things! Don’t accept the world for what
it is; instead, what it can become.
This road to achieving a sustainable Breakaway product pipeline is
agonizing, bumpy, challenging, and painful but rewarding once you cross the
finish line. However, this is not where it ends; it just means you have cut a
path to long-term success.
Unless you consistently build and sustain your pipeline, you will lose
momentum to your competitors, with declining market share and category growth.
If you continue to surf this pipeline, it will sustain you for generations.
So, stay committed to your Ideation process, create an environment of
freedom for your Creators, and build a pathway to realize your ideas and a
culture of Disruption that bleeds throughout the entire brand!
True, Stay Authentic, be Different, and be Great!
All rights reserved, Bryan Smeltzer, 2023
Bryan Smeltzer is a consumer products
business executive and entrepreneur. He has held executive-level roles in
business development, Product, and marketing with some of the world’s most
prestigious brands, including Oakley, TaylorMade, Adidas, K-Swiss, and Schutt
Sports, among other international brands. He also founded a men’s apparel
brand, successfully running a profitable business for ten years, eventually
selling to a VC firm.
He also hosts a Podcast called The Visionary Chronicles, ranked as the #1 Visionary and Top 50
Marketing Podcasts by Feedspot, and recently finished his first bestselling
book, The Visionary Brand, The Success
Formula Behind the World’s Most Visionary Brands, and recently received the prestigious Readers
Favorite Award for BEST Non-fiction, Marketing Genre book.
With the book’s release, Bryan created The Visionary Brand MasterCourse. The Master Course site at The VisionaryFiles.com includes a Master
Course with 18 Video Learning segments and almost 2 hours of Visionary lessons
training. Over the past five weeks, over 1,500 brand leaders and Entrepreneurs have
taken the Master Course! Unleash your potential as a brand leader and take the
Bryan oversees LiquidMind Inc., a global brand
strategy firm that partners with start-ups and establishes mid- to large-cap
consumer brands to empower businesses to think differently, be different, drive
a passionate culture, and execute relentlessly.
You can contact
or follow him at;
email | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
Instagram | @bryan_smeltzer
X | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/