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

<p>EPISODE 130</p> The Visionary Chronicles Podcast <p>CHRONICLE: October 18th, 2023</p> <p> </p> Content from Bryan’s new Award Winning, Bestselling Book The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. <ul><li>2022 Readers Favorite Award Winner: Best, Non-fiction, Marketing book</li> <li>Amazon Bestseller.</li> </ul> <p><a href='https://bryansmeltzer.com/books/'></a></p> <p>THE VISIONARY BRAND | The Product Vision | 6 Steps to Executing Your Vision</p> <p> </p> <p>" There’s a way to do it better…find it.” – Thomas Edison</p> <p> </p> <p>The ability of a brand to establish, stick to, and have a consistent ideation and product lifecycle process is vital to long-term success.</p> <p>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.</p> <p>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.</p> <p>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.</p> <p>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.</p> <p>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 incre