April 4, 2011

Does Product Vision match Reality…

by bryansmeltzer in Branding , Product Innovation 0 comments

One the most important aspects of Product Creation is being inspired to create an “Innovative” design, one that sets you apart from the competition and becomes the new category standard. However, if the capacity to bring that “break-away” design/innovation to life does not exist, then it remains a great design, nothing more…. This ability to bring an innovative design to life is inherent in the “core” competency of your selected sourcing.

This is why tying the overall Product Lifecycle process together is so important to the vision of not only the brand, but the company as a whole. In building a cohesive lifecycle team, they challenge one another to build what others say can not be done. If a brand truly believes in “Innovation” and hangs there brand MO on this flagship standard, then the vision has to match the reality. The reality is that from “Ideation” through the “Commercialization” of the product, others will challenge this engrained philosophy, but if you accomplish and break through this self limiting mentality, then the expectation will always be what can we “re-invent” (Great) vs what can we “improve” (Good).

A Good product is one that has not yet reached Greatness….

Always look to out-Innovate yourself, and others will have no choice but to follow.. I would rather always have the lead, than to follow and always wonder who is about to pass me…

Stay True… Be Authentic

Enjoy the Ride…!
Bryan Smeltzer


The author

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.

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