The ability to out-innovate yourself is a managed skillset carefully crafted into the mindset of truly “product driven” companies. This is neither a want or need, but a “must have” if you are to be an “authentic” leader within your product category.
Many companies find this mindset difficult, if not impossible to follow through on, especially when you are tracking to gain market share with a product at the end of its life cycle. As Jack Welch has been quoted; “Control your own destiny or someone else will..”. This rings true to companies that find themselves at the end of the product life cycle with competitors, usually commodity driven, starting to eat into shelve space, price point compression dwindles margins and market share starts to fall off a cliff.
This scenario is why it is so critical to properly plan your product life cycle, and always look for ways to “Out-Innovate” yourself. In doing so, you keep the creative “bloodlines” flowing, instill pride within the brand, which allows you to build “authentic” marketing strategies wrapped around a product that is truly a progressive improvement or reinvents the category. Their are many brands who are “torch bearers” for this process, and should be a considered the standard for “Authentic” Product Life Cycle Innovation engines. Probably the best example is Apple, who with their constant pipeline of ” mystique” driven innovations has led the charge in our digital revolution that is part of our daily lives. They take risks, they take market share, they create markets..!
Always Out-Innovate yourself first…
Always find ways to create, RE-create a Product Category or Product…
Always be “Authentic” to the Brand…
Enjoy the Ride..!
“Product Innovation and Marketing Success Blog…”
I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands. Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.