By Bryan Smeltzer
Strategy Execution | 5 Tips on How to Develop a Visionary Strategy for Sustained Growth
In today’s fast-paced and ever-changing business landscape, developing a visionary strategy that drives sustained growth is more critical than ever. I’m Bryan Smeltzer, and in this article, I’ll share insights and practical advice on how to execute a strategy that not only achieves short-term wins but also builds generational success. Drawing from my experience leading iconic brands like Adidas, Oakley, and TaylorMade, as well as working with visionary companies through LiquidMind, I’ll walk you through five essential tips to help you develop and execute a strategy that ensures long-term innovation, market leadership, and brand loyalty.
The Essence of Strategy: Choosing What Not to Do
“The essence of strategy is choosing what not to do.” – Michael Porter
Strategy is often misunderstood as merely setting goals or chasing numbers. However, the true essence of strategy lies in focus and discipline—knowing what to say “no” to is just as important as knowing what to pursue. In my work with leaders and brands, I’ve found that many struggle because they try to do too much, spreading resources thin and losing sight of their core mission.
This principle of strategic focus is foundational for creating a visionary strategy that lasts. It’s about prioritizing efforts that align with your long-term vision and purpose, and deliberately eliminating distractions that don’t contribute to sustained growth. This clarity is what separates short-term “one-hit wonders” from brands that become generational icons like Nike, Apple, and Adidas.
Tip 1: Define a Clear Long-Term Vision for Sustained Growth
Great leaders think beyond the immediate quarter or year. They future-cast, building strategies that span five, ten, or even twenty years. This long-term horizon allows you to plan for sustained growth rather than piecemeal success.
In my upcoming book, The Visionary Leader, I explore how 18 of the greatest leaders across generations developed and executed such visionary strategies. These leaders didn’t just set financial targets—they crafted missions that inspired teams and aligned resources toward a future that was fluid and adaptable.
Your long-term vision should include:
- How your product portfolio or services will evolve.
- Where innovation and disruption will come into play.
- Contingency plans for market shifts or unexpected disruptions.
For example, Jeff Bezos started Amazon as an online bookstore but had a broader vision to create a customer-first platform that would dominate multiple industries. His strategy was flexible yet anchored by a clear long-term purpose, enabling Amazon to adapt and grow sustainably.
Tip 2: Align Your Strategy with Purpose and Culture
Many companies focus solely on market positioning or product innovation, but overlook the importance of purpose and culture. Your strategy must be deeply connected to your brand’s core mission and values. Without this alignment, execution will falter and authenticity will suffer.
Purpose-driven strategies create passionate teams and loyal customers. People want to buy into brands that stand for something meaningful, not just products or services. Throughout my career, including my time leading product and marketing at Adidas and Oakley, I learned that great products alone are not enough—they must be supported by a culture that inspires and engages.
A standout example is Patagonia. Their strategy is rooted in sustainability and environmental responsibility, which drives both brand loyalty and long-term growth. Customers return because they believe in Patagonia’s mission and trust its authenticity.
Tip 3: Foster Agility and Adaptability
In today’s dynamic markets, the ability to adapt quickly is a competitive advantage. However, agility doesn’t mean abandoning your vision. It means being flexible in your approach while staying true to your destination.
Leaders must teach and model adaptability within their teams. Panic is never a strategy. Instead, build contingency plans and encourage a mindset that embraces change as an opportunity rather than a threat.
Take Quicksilver as an example. During the turbulent late 1980s, when many action sports retailers faced bankruptcies, Quicksilver showed agility by delaying accounts receivable payments to support their retail partners. This authentic act of support strengthened relationships and fueled their growth, turning them into a legendary brand.
Another relevant example is Netflix. Originally a DVD rental company, Netflix pivoted to streaming at a time when it was unconventional. By anticipating market shifts and technological advances, Netflix disrupted the entertainment industry and created a new market category, illustrating visionary adaptability.
Tip 4: Execute Relentlessly and Measure Success
Strategy is only as good as its execution. Ideas on their own don’t create value; execution brings ideas to life and turns them into commercial success. This is where many strategies fail—great plans die on the drawing board without disciplined follow-through.
Set clear, measurable KPIs to track your progress, and continuously refine your strategy based on real-world results. Execution requires relentless discipline and a commitment to learning from both successes and setbacks.
Apple’s rise to market dominance is a textbook example of flawless execution. Under Steve Jobs, and later Tim Cook, Apple consistently delivered product excellence and disciplined leadership. Though Apple’s innovation pipeline is currently challenged, their legacy shows how relentless execution can create a generational brand.
Tip 5: Build and Empower a Visionary Team
No leader executes a strategy alone. Empowering a passionate, visionary team is critical to sustained success. This requires humility, collaboration, and creating a culture of accountability.
A strong team shares your purpose and vision and has the capability to execute relentlessly. Encourage innovation and collaboration, and foster an environment where accountability drives results.
Tesla’s success is a powerful modern example. Elon Musk inspires and empowers engineers and innovators to push technological boundaries. His authentic leadership and deep understanding of his team’s capabilities fuel Tesla’s ongoing disruption of the automotive industry.
Final Thoughts: Strategy Execution as a Competitive Advantage
Developing a visionary strategy is only half the battle. Execution is what transforms strategy into sustained success. A strategy on paper is meaningless without a purpose-driven culture and a team committed to relentless execution.
As you build your leadership roadmap, focus on four pillars:
- Clarity: Define a clear long-term vision and purpose.
- Adaptability: Foster agility to respond to market and technological changes.
- Execution: Relentlessly implement and measure your strategy.
- Empowerment: Build and lead a visionary team aligned with your culture.
Visionary leaders don’t just create plans—they bring them to life with discipline and a long-term mindset. Once your vision and strategy are set, get out of your team’s way and empower them to execute.
Remember, the journey to generational success is challenging but rewarding. Stay authentic, be different, and enjoy the process of shaping the future.
About the Author
I’m Bryan Smeltzer, a bestselling author, business executive, and entrepreneur with extensive experience leading global brands including Oakley, TaylorMade, Adidas, and K-Swiss. I founded LiquidMind Inc., a brand strategy firm dedicated to helping businesses cultivate passionate cultures and execute visionary strategies.
For more insights into visionary leadership, innovation, and brand strategy, explore my podcast, The Visionary Chronicles, and my upcoming book, The Visionary Leader, releasing June 30th, 2025. You can also find resources and courses at TheVisionaryFiles.com.
Thank you for reading. Keep innovating, leading, and shaping the future.
