The Visionary Brand | The Product Vision | 6 Steps to Executing Your Vision

The Visionary Chronicles

EPISODE 130

The Visionary Chronicles Podcast

CHRONICLE: October 18th, 2023

Content from Bryan’s new Award Winning, Bestselling Book The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.

• 2022 Readers Favorite Award Winner: Best, Non-fiction, Marketing book
• Amazon Bestseller.

THE VISIONARY BRAND | The Product Vision | 6 Steps to Executing Your Vision

" There’s a way to do it better…find it.” – Thomas Edison

The ability of a brand to establish, stick to, and have a consistent ideation and product lifecycle process is vital to long-term success.

Truly Visionary brands are the ones who understand the need to do away with the past to bring in the new, an innovation pipeline that sustains their “best-in-class” positioning. The “process” takes an authentic commitment from the top down.

I am not talking about a traditional lifecycle process where competitor's products are thrown on a table, and the product team is asked to create something better. I am talking about genuinely revolutionary thinking and execution.

I often say there is nothing more frustrating for a designer than to develop beautiful, disruptive creations to have them watered down to play it safe. The best example is concept car designers who, with their best intentions and efforts, pen out revolutionary designs that are scrapped for incremental improvement.

As Seth Godin says, “Safe if Risky!.” What a great quote! It does not resonate with those who are commodity companies and explains why there are so few “true” brands in our world! Risk is required to create a revolution and disrupt your category.

So what is your Product Vision, one that carries you for generations? If you can not answer this question, I would suggest this be an immediate priority. Playing “imitator” by copying competitor's products does not move you ahead; playing “integrator” by incrementally improving does not move you ahead of yourself, much less the competition; playing “innovator” is your key to unlocking generational success. Yes, it is risky, but so is playing it safe!
So what are the top 6 areas to establishing your Product Vision?

1. Innovate, don’t Imitate
2. Create Breakaway products
3. Build a Drawdown pipeline
4. Lead through Extinction
5. The brand is the Product
6. Take Risks, Break Things!

Establishing a Product Vision, a process that has carried you for decades will provide generational success. Make this a priority in your Visionary leadership, communicate this Vision constantly, and engrain it into your Culture!

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

Bryan Smeltzer, President

LiquidMind Inc.

#TheVisionaryChroniclesPodcast

#TheVisionaryBrandBook

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@BryanSmeltzer.com

© 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 release of the book, Bryan has 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 5 weeks, we have had over 1,500 brand leaders and Entrepreneurs take the Master Course! Unleash your potential as a brand leader and take the Master Course.

He is also a member of the Board of Advisors at UCI’s BCIE along with their New Venture Program, an Innovation Advisor at the UCI’s Applied Innovation program at the Cove, a Mentor/Advisor to UCLA’s Price Center Venture Accelerator Program, and a Mentor/Advisor at the San Diego Sports Innovators Accelerator (SDSI) center.

Bryan oversees LiquidMind Inc., a global brand strategy firm that partners with start-ups and established 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;

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LinkedIn | linkedin.com/in/bryansmeltzer/