The Visionary Chronicles

Brand Alignment | Managing Marketing & Sales Teams

 
EPISODE 123           
The Visionary Chronicles Podcast
CHRONICLE: August 2nd, 2023
 
PODCAST: Brand Alignment | Managing Marketing & Sales Teams
 
" Great things in business are never done by one person. They're done by a team of people.”
   Wisdom from Steve Jobs
 
With over 88% of companies indicating a misalignment between marketing and sales on items such as; strategy, branding, and creation, it is an area that needs vast improvement across almost every brand.
Our clients at LiquidMind (LiquidMindsite.com), both large-cap through start-up, face the same issues, and most do not either recognize the misalignment or understand the process to improve the alignment. In addition, as more brands move to DTC, the sales cycle becomes more tangible on the direct-to-consumer side and with your retailers as they fight for both dollars and time. As a result, this alignment becomes more critical to a company's short and long-term success.
With most brands, you will find these two functional areas run independently when they should be working in parallel, ensuring the brand is in complete alignment across all channels and modes of communication. However, they need each other, and frustration, inefficiency, and misalignment set in when separated.
So how does a brand work to correct this misalignment?
At LiquidMind, we work with our brands on the following areas, and step by step, piece by piece, the alignment becomes a reality.
 
Content Creation
Based on the brand positioning, creative assets, and channels, marketing often makes assumptions that what they are creating is valuable to the sales teams, buyers, and customers. You must understand where, when, who, and how you create and communicate to define what is needed.
Is this content a valuable tool for the sales team, and does the marketing strategy take a regular "pulse" check with your brand community, buyers, and sales team? Creating for the sake of producing is not a strategy. Moving does not mean you are making progress.
To create alignment with Content Creation, ensure the sales team is mapping your creative strategy, both online and in-store. Also, provide your community with engaging with your content, and they find something "beyond" the product helpful.
 
Understand Need
More often than not, these two areas do not understand each other's needs. Always start with Marketing, and end with Sales. Just because you "create" something does not mean it is an effective tool for the sales force.
To better understand the need, have the sales team provide regular input on tangible tools to make their lives easier and provide branding, tools, and communications to make your communities' lives easier. Understanding and balancing both is critical to marketing your brand and ensuring you maintain brand equity and loyalty with both sales and customers.
 
Mind Merge
Regular sessions with the sales team, communicating marketing efforts, and applying the strategy daily builds trust with both organizations.
Merging ideas and concepts with reality will bring the Marketing Strategy to a more tangible level for the sales team. So get them involved, but sales must also understand their role in the process NOT to create, but rather provide details on NEEDS.
 
Tool Generation
Ensure marketing has laid out the sales team's tools, resources, and integrated brand strategy. The sales team needs to be seamless with "messaging" to buyers and consumers and the lead driven by marketing.
Without a clear strategy, vision, or plan, you can imagine how quickly this alignment can break down.
Ensure you provide online and offline marketing tools that both internal sales and external buyers or customers can use.
 
With the fast-paced, digital world we live in, aligning with everyone inside a brand is critical to the successful execution of your strategy. Frustration and misalignment can be replaced by an authentic, genuine passion and excitement for what your brand is doing and yet to accomplish. Together, lock arms, understand shared needs, complement one another strengths, and work on your weaknesses to better the brand!
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 e-mail | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
Instagram |  @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 
 
 
 
 

The Art of Competition | Creating a Strategy to Eliminate Competitors

 
CHRONICLE: July 25th, 2023
 
PODCAST: The Art of Competition | Creating a Strategy to Overcome Competitors
 
"Know your enemy and know yourself, and you can fight a hundred battles without disaster."
                                                                                                         Sun Tzu, The Art of War
 
The Forces of Competition, which determine strategic planning and marketplace execution, are shared among all industries. Those who can anticipate both industry and competitive moves will succeed for generations.
Anticipation is the "Art of War," and brands who fight and win the battle without having pulled a sword are the ones who have mastered the "Art of Competition." But unfortunately, many have gone to war and have shown nothing for their efforts; a strategy built on a foundation of brute force inevitably fails.
Find a way to determine outcomes before they are fought, and you will build a team and a brand set on a solid foundation, a fortress others cannot enter. Creating a culture where everyone knows their role, works together to ensure the foundation stands, and others envy what you have made and want to know your future Vision. The best they can hope for is to follow your path but never lead.
There are several forces brands must be aware of to execute The Art of Competition in the marketplace.
 
New Blood
With this scenario, new blood is the latest entry into your category, one who has a new idea and provides a potentially better service or product.
Combatting this competitor takes anticipation, an innovation process, and the ability to never look over your shoulder. Each of these allows a brand to advance with its Vision while ensuring this new blood is blocked or eliminated from establishing a beachhead without doing anything different. Changing course is not an option, but pivoting without disrupting your business is critical.
 
Scale
The scale was a strategy many were caught off guard by during the pandemic, and most were unable to recover in whole or in part.
However, the winning formula is attaining sufficient scale with a manufacturing matrix with the core competencies needed to produce a consistently excellent product and out-innovate yourself first.
 
Community
Loyalty, recurring revenue, and value creation are foundational to longevity. These pieces of your foundation will create a wall no competitor can climb.
This takes consistency, an understanding of who your customer is, what they value, and why they buy your products and is a strategic weapon built off your team's shoulders.
 
Commodity Players
The Imitators, not the Innovators, are the commodity players. They are not to be feared; instead, they are the ones to be called out and challenged at every turn.
Imitators churn great Ideas into inferior-quality products and lower-tier price points. As a result, they do not build a trusting, loyal community that embraces the value provided by the brand but rather a following looking for the next significant "draw-down."
Some have been successful with this strategy, but this is like building your foundation on the sand vs. rock. YOUR CHOICE.
 
Rivals
The most threatening part of a brand executing its future Vision is its direct Rival, those who have authentically built a loyal community, created their innovation pipeline, and stayed true to their foundation.
They are to be respected, but the Art of War principles are genuinely beneficial and provide the most benefit. You want to anticipate the moves of your Rivals,  find ways to outflank them, diminish their impact, and put the fires out before they start.
The Art of War is winning without having gone to battle. So what can you do to anticipate your Rival's next move and step out and take risks, never to relinquish your lead?
 
The Art of Competition is understanding the landscape, anticipating your Rival's moves, outflanking your Competition, and finding ways to win the battles through a strategy where you never have to draw your weapon! Find a way to win!
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
 
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 bryan@LiquidMindsite.com
Facebook |  @bryansmeltzer33
Instagram | @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn |  linkedin.com/in/bryansmeltzer/
 

Marketing Metrics | Develop a Roadmap for Success

 
 
CHRONICLE: July  10th, 2023
PODCAST: Marketing Metrics | Develop a Roadmap to Success
We know that Marketing Metrics matter and are essential to defining brand ROI. They establish marketing discipline, decision-making, investment analysis, assessing the effectiveness of critical activities, and validating how business outcomes are achieved.
It is how we determine, assess, and manage these metrics to build an effective marketing strategy that provides tangible brand equity benefits and a realized ROI.
The first step in building your Roadmap is determining the most critical data points to construct an analysis of brand investment value.
Metric Data Point Analysis
Do these metrics impact revenue (P/L) or the brand equity value/goodwill (balance sheet)?
Do the metrics define the past (previous) or the future (lifetime value)?
Are the metrics static (period demand generation) or dynamic (ongoing demand build)?
The Roadmap to the Value of Defining Marketing Metrics:
Campaign Metrics | Effectiveness, ROI through click-through rates, and visits.
Satisfaction Metrics | Customer satisfaction through NPS (net promoter score) or revenue.
Brand Metrics | Brand affinity or brand equity valuation increase.
Customer Acquisition/Attrition | Process to determine customer churn rate.
Corporate Metrics | Enterprise value translation through corporate Culture, HR, or potential M&A value.
You must initial the analysis with metrics that track marketing investment performance, such as promos. Then, determine and measure the outcome and compare it to the expectations, such as;
Click-Throughs?
Customers Visits?
Do the results justify the investment?
How effective and efficient was the marketing strategy?
Were you able to determine ROI?
The most common marketing ROI formulas are;
 TOTAL: Marketing Return on Investment
MROI (%)= Incremental revenue attributable to marketing ($) during the period  – Marketing spending ($) ÷ Marketing spending ($)= % ROI
FUNNEL: Marketing Return on Investment (LiquidMind action sports customer example)
The campaign cost ($30,000) generates 6,000 views of the video. Historical tracking projects 12 of the viewers will become qualified leads within 6 weeks, and 10 % will convert to revenue within 6-9 months = 72 sales. At a profit of $500/sale = $36,000 in revenue.
Funnel MROI - $36,000-$30,000/$30,000 = 20% MROI
CUSTOMER EQUITY: Marketing Return on Investment (LiquidMind banking customer example)
Customer retention/attrition valuation; 10,000 customers, @ $2,000 annual profit/customer. The current attrition rate = 20%, invest $4M, and the goal is to reduce it to 17%.
            Before; 10,000 * $2,000/20% - $100M
            After; 10,000 * $2,000/17% = $117M
Customer Equity MROI; $17.6M (increase) - $4M(marketing)/$4M (marketing) = 340% MROI
These marketing metrics need to be combined with other metrics. Still, the most important ones are revenue growth, which realizes a tangible ROI, and customer satisfaction through the Net Promoter Score. 
The marketing team can measure the Value of brands equity value growth through other more intangible metrics such as;
Brand awareness
Brand consideration
Brand preference
Brand quality and point of difference
Brand affinity
Brand positioning
Brand culture
In looking at brand marketing metrics, a recent study of CMOs in 2021 found the following are the most important for determining ROI.
Revenue
Digital Marketing Performance
Lead Generation
Content Engagement
Lead Generation
Customer Engagement/Experience
Campaign Costs
As you can see, marketing metrics are important, but determining tangible benefits is critical.
At LiquidMind (LiquidMindsite.com), we work with our brands to set a cohesive marketing strategy, activation plan,  ongoing investment analysis, and brand equity development and growth determination.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 bryan@LiquidMindsite.com
 Facebook | @bryansmeltzer33
 Instragram | @bryan_smeltzer
 Twitter | @bryansmeltzer
 linkedin.com/in/bryansmeltzer/
 

Product Ideation | 5 Steps to Creating a Product Ideation Process

The Visionary Chronicles Podcast
CHRONICLE: June 28th, 2023
 
"Innovation distinguishes between a leader and a follower." – Steve Jobs
 
Podcast: Product Ideation | 5 Steps to Creating a Product Ideation Process
The cornerstone of all generational, Visionary brands is the foundation of a Product Ideation and Commercialization process. Creating a product ideation process involves systematic steps to generate and evaluate innovative ideas for new products or product improvements.
Here are five steps to help you establish an effective product ideation process:
Define Objectives and Target Audience: Clearly define the objectives and goals for the product ideation process. Identify the problem you want to solve or the need you aim to fulfill. Additionally, specify the target audience or customer segment you are targeting. Understanding your objectives and target audience will help focus your ideation efforts.
Create a Cross-Functional Team: Led by Product and Marketing, and supported by Sales. Form a diverse team consisting of individuals from various functional groups and disciplines. Include people from product management, engineering, design, marketing, and customer support. Cross-functional teams bring different perspectives and expertise, fostering creative thinking and comprehensive evaluations.
Do your Research: Before generating ideas, conduct thorough research to gain insights into adaptable technologies, the addressable market, industry trends, competitors, and customer desires. Explore feedback, conduct surveys, analyze market data, and gather information on emerging technologies. This research will inform your ideation process, helping you identify gaps, opportunities, and potential areas for innovation or disruption.
Idea Generation: In this step, encourage your team to brainstorm and generate various ideas. Create a supportive and open environment that rewards creativity and collaboration. Utilize brainstorming techniques like mind mapping, SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse), to stimulate idea generation. Capture all ideas, regardless of their feasibility or practicality, as they can later be refined and developed.
Idea Evaluation and Selection: After generating a pool of ideas, evaluate and select the most promising ones. Establish evaluation criteria based on your objectives, target audience, market viability, technical feasibility, and alignment with your organization's strategy. You can use methods like scoring systems, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, or cost-benefit analysis to assess and rank the ideas. Prioritize the ideas with the highest potential for success and align with your overall business goals.
Remember, the product ideation process is iterative and should be flexible. It's essential to continuously refine and iterate on ideas based on feedback, market research, and evolving customer needs.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
e-mail | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
Instagram | @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 
 

Team Leadership | 5 Things High Performing Teams do Consistently

The Visionary Chronicles Podcast
CHRONICLE: June 22nd, 2023
 
"Great things in business are never done by one person. They're done by a team of people.”
                                                                                                     Steve Jobs
 
PODCAST: Team Leadership | 5 Things High-Performing Teams Do Consistently
 Hiring, building, and nurturing high-performance teams has long been a holy grail for brands. Each team has unique needs, personalities, and individual triggers that drive a passion in each team member. So how does a brand build a competent team and one who gets along with one another and consistently produces superior results…consistently, not just one-hit wonders?
First, when looking at building a high-performance team, understand there are primary needs of each team and individuals;
Autonomy; the ability to perform without hindrance.
Competence; having the skill set to perform.
Relatedness; being able to interact with other team members.
Then there are the three levels of support and building effectiveness in the team;
Dependance; INDIVIDUAL, the baby, the newbie, is learning from others. Crucial to have a process for onboarding.
Interdependence; TEAM, working with a group and being part of a team, finding a solution together.
Independence; LEADER, Leadership level, finding ways to make others successful. Be humble and grateful, and do not take credit for others' successes.
 
So what are the 5 Things that High Performing Teams do Consistently?
They are Real with each other; they express personal and professional emotions and share with the team, building a more intimate bond.
They Share Praise; they are more likely to share praise with others vs. trying to take credit for themselves. Again, it's all about the team and no friction.
They Bond; they spend more time together on non-work-related items and discussions. So it's not all about work!
They are Strategic, not only with their work but, more importantly, with their time. They are finding ways to get more done in a shorter period of time. They are working together through Interdependence and Independence.
They Communicate Directly; they are more likely to communicate through Voice vs. Text or e-mails. Be honest, be Live.
Building, managing, and growing successful teams for your brand takes a commitment to process and action. The approach to getting team members up to speed and the effort to assure they are satisfied with what it takes to be a part of a successful team and brand!
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 bryan@LiquidMindsite.com
FB | @bryansmeltzer33
IG |  @bryan_smeltzer
T | @bryansmeltzer
LI | linkedin.com/in/bryansmeltzer/

The Visionary Brand | The Power Triad | Product, Marketing & Sales

The Visionary Chronicles Podcast
CHRONICLE: June 16th, 2023
Content from Bryan’s new Award Winning, Bestselling Book
The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands
Readers Favorite Award Winner: Best, Non-fiction, Marketing book
Amazon Bestseller.
 
THE VISIONARY BRAND | The Power Triad | Product, Marketing & Sales
"Marketing is about values. It's a complicated and noisy world, and we won't get a chance to get people to remember much about us. So, we have to be really clear about what we want them to know about us." – Steve Jobs
 
This quote from Steve rings even more true today. In our world today, we must provide value-anchored brand principles that trickle down to all team members and our community. These voices communicate our brand and what we stand for in a world where few exist, and even fewer thrive!
In my new book, I discuss The Power Triad, the three engines that keep a brand alive and thriving; Product, Marketing & Sales. When working in unison with one another, these three engines create a beautiful concerto and realize ongoing success as they continue to grow the brand.
The Power Triad Formula;
ELEMENT 1; Product as the Idea Generator, Concept Creator, Disruption Machine, and Vision Realizer.
ELEMENT 2; Marketing as the Vision Translator, Bloodline Connector, and Bridge Builder between Product, Sales & your Community.
ELEMENT 3; Sales as the Executor of the Vision to the World.
The Power Triad is led by Product, supported by Marketing, and executed through Sales. They are independent and interdependent on one another, only able to achieve success through continued collaboration and respect for each other’s specific skill sets. If they remain independent, refusing to follow The Power Triad formula, they fail; if they achieve interdependence, relying on each other and following the proven formula, success follows. The Product team is traditionally the visionaries, the crazy ones, who provide the ideas and realize the vision. The Marketing team brings this reality to life, giving it room to breathe and bloodline to match the brand Vision to the reality of a new idea, concept, disruption, or innovation. Without this breath of life, the understanding of the brand bloodline, the idea will never have life, and the concept will never see the light of day. Each piece is integral and crucial to the Product's success and the brand's longevity. From Product to Marketing, then Sales, this stepped formula and interdependence with one another is a formula for building a generational brand.
Finally, once the idea and vision have been realized, given life, and been aligned with the brand bloodline, from idea to reality, the Sales team executes the Vision in the marketplace.
The Sales team has been along for the ride during the evolution of the idea through concept and commercialization. However, the eventual breathing of life into the idea, understanding the “why,” “what,” “when,” “where,” and “how,” now has the weapons to achieve success in the marketplace.
Brands who do not follow a formula for the evolution of their brand do not have a passion for success. The passion for success is what Visionaries build into the brands and WHY they are a brand. As I always discuss, just because you SAY you are a brand DOES NOT mean you are a brand. A brand is an earned right with as much culture as Product. The culture is built through consistently excellent products, communicated through bloodline marketing, and sold to your select community, providing value beyond the Product. 
Follow The Power Triad formula, building interdependence between each team, following a consistent path to success, respecting the flow of innovation, translating the brand bloodline, and achieving revenue through selected brand channels.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
 
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@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.
 
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;
 bryan@LiquidMindsite.com
 Facebook |  @bryansmeltzer33
 Instagram | @bryan_smeltzer
 Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 
 

Barriers to Success | 5 Priorities on How to Adapt & Overcome

The Visionary Chronicles Podcast
CHRONICLE: June 7th, 2023
 
"The greatest glory in living lies not in never falling, but in rising every time we fall." - Nelson Mandela
 
Podcast: Barriers to Success | 5 Priorities on How to Adapt and Overcome
Leadership is about overcoming when the challenge is the hardest. It is not when there is clear sailing without barriers to landing at your destination. Becoming a Leader is about adapting, finding ways to achieve success, and providing ongoing, consistent Leadership with a passionate Vision to ensure you stay on course.
Becoming a Leader is about failing. Having failed, you are better equipped to understand what it is like to take risks and understand what it takes to succeed. Failing is a prerequisite; if you have succeeded without failing, this was pure luck, or you set the bar too low. Taking risks, failing, and maybe failing again builds resilience in a Leader and the ability to see into the future, a Vision for what can be for a brand.
As a business leader, overcoming barriers to success is crucial for achieving your goals and driving your brand forward. Here are five ways you can tackle these barriers and significantly increase your chances of success:
Clear Communication: Effective communication is essential in overcoming barriers. Clearly convey your vision, goals, and expectations to your team. Build open lines of communication and encourage feedback, ensuring everyone understands their roles and responsibilities. When challenges come, encourage teamwork to address issues promptly.
Adaptability and Agility: Business environments are constantly evolving, and the ability to adapt quickly is vital. Stay informed about industry trends, technological advancements, and market shifts. Embrace change and encourage your team to be flexible. Create a culture that values innovation and is open to new ideas.
Continuous Learning: Invest in your personal and professional growth and your team. Encourage a learning mindset and provide training, development, and upskilling opportunities. Stay updated on industry developments, attend conferences, and encourage knowledge sharing within your organization. Being well-informed and adaptable will help you overcome barriers.
Build a Strong Team: Business success relies on a solid team that can overcome challenges. Hire individuals with diverse skills and perspectives, fostering a collaborative and inclusive work environment. Foster a culture that promotes teamwork, trust, and mutual support. Provide regular feedback and recognize and reward exceptional performance.
Resilience and Problem-Solving: Inevitably, obstacles will arise on the path to success. Cultivate strength by maintaining a positive attitude and learning from failures. Encourage your team to approach challenges with a problem-solving mindset. Break down complex problems into manageable steps and involve your team in finding creative solutions. Celebrate successes along the way to maintain motivation and momentum.
Remember, overcoming barriers to success requires patience, perseverance, and a proactive approach. These strategies can enhance your leadership capabilities and guide your organization toward achieving its goals.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
@LiquidMindsite.com
@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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/
 

Principles of Leadership | The New Leadership Formula

 
The Visionary Chronicles Podcast
CHRONICLE: MAY 25TH, 2023
 
"Leadership is the capacity to translate vision into reality."
                                                            Life from Warren Bennis
 
Podcast: Principles of Leadership | The New Leadership Formula
The new Leadership Formula is driven by the ability of a leader to motivate their teams to passionately embrace a Vision for the long-term benefit of the brand.
The formula is not about being the nicest leader or someone with a singular compassion for all. It is finding the one who can skillfully understand the needs and motivations of others and turn this into an engine of progress and eventual pride for all. Being a respected leader is the goal, but few achieve this status. Most are either unwilling to be humble enough to share credit, smart enough to know what they don't know, or compassionate enough to understand what drives others vs. themselves.
Knowledge is not what makes great leaders who understand how to empower people and give all the gratitude and praise to others—a leader who embraces others, not themselves. A truly great leader understands that for a Vision to be realized, it must be adopted by all and shared by all until its completion. The Vision is to know that by empowering others, you are empowering yourself to accomplish greater things than you would realize. So take off the cape, understand your limitations and embrace the power of empowering others to succeed!
Understanding everyone has different motivations, and usually low on the list is monetary compensation vs. personal acknowledgment of a job well done. Finding the balance is critical for great leaders, and a mix that maximizes everyone's potential and builds passion across your entire team, everyone working together accomplishing a singular goal.
The new Leadership Formula is comprised of many elements; following are a few;
The Perception vs. Reality; be real, ALL the time. Inevitably you will stop pretending, and trust will be broken.
The Ladder; they help team members climb the Ladder to success, vs. pulling it out from underneath them.
The Development; provide the tools required for others to succeed.
The Social Side; be human. Your team is human; treat them like one. Great leaders are great communicators.
The Orchestra; you are the leader of many, each with a distinct skillset. Help them make beautiful music.
The Pressure; great leaders absorb and distribute Pressure. Ensure you are not unloading on others. Distribute carefully and with purpose.
I am often asked if great leaders are born. This may be both true and false, but I feel that great leaders are born with the ability to lead, be compassionate, and absorb Pressure, and the other traits are learned. So the balance is they are born with the required leadership skills.
However, you can understand what is needed to be a great leader, be committed to these traits, be authentic, and be real, and your team will reward you with their loyalty!
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
#TheVisionaryPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2022
 
Bryan Smeltzer is a successful 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. In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and the San Diego Sports Innovators Accelerator (SDSI) center.
Bryan currently 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.
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/