January 31, 2012
, , ,

Reality Distortion…

by bryansmeltzer in Branding , Marketing , Product Innovation 0 comments

Just finished reading “Steve Jobs”, and I found a term  tagged on Steve interesting;  “Reality Distortion Field”. He would challenge employees to achieve his goals for Apple by imposing his will, but also by conveying what was soon termed a “Reality Distortion”.

Steve did not want to hear changes could not be made, or products adapted to build Apple’s next great “Innovation”. He knew intuitively what would make Apple great, and change the nature of how people live their lives. This comes at a cost, some survived and most did not. Those who survived understood this “bigger picture” mentality for Apple, and would look to achieve a higher purpose. I found this interesting, as Steve could be very direct and demeaning with his assessments in order to achieve Apple’s goals, but he was also passionate in his desire to “Make a Dent in the Universe”. Interesting perspective when you look at the nature of most companies who are not willing to take on such an MO. This is also why you see so few achieve greatness in our world today, as it takes some sacrifice both personally and professionally.

Although I did not always agree with Steve’s method for building greatness inside Apple, you can not deny the fact that he always looked for ways to make life more simple, and design more sophisticated. It is great to a have written record of such a great, true “Innovator”.  Many people claim to be driving innovation… however we should all strive and learn from Steve’s relentless desire to create “Innovative” products, blended with “Simple Sophistication”.

Always look to Drive Innovation…

Always have a Method to your Industry Revolution…

Always challenge the Established Mindsets to achieve Greatness…

Enjoy the Ride..!

Bryan Smeltzer



Twitter: @bryansmeltzer

“Product Innovation & Marketing Success Blog..”

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.


The Visionary Brand
E-book Download

Fill out the form below to download your free copy.