Building and Driving…These are two “key” components, and are building blocks/foundational elements to structuring an effective Product and Marketing strategy. “Building” constitutes establishing “elements” of what makes a great brand (Product Design/Process, Market Positioning/Activation), and defining an ongoing product machine and viral engine that infects all aspects of the corporate culture and injects this “juice” into to your “Core” Demo. This type of infectious engine should “click” on all cylinders with effective planning and “key” resources to ensure you do not become irrelevant.
Once this brand “Building” is established, you must have a team that Drives this machine once it is built. Some may think this is one or two “key” individuals, but this is not the case. The “key” is everyone inside the corridors needs to be part of driving the machine, but someone needs to be in the “drivers” seat. While all are involved, one must be the “visionary” and master motivator. We had this while at Oakley, Jim Jannard was our “Soul” motivator ! At the “Heart and Soul” of Oakley was Jim, and he was the “Driver”, as Steve was with Apple.
Although rare, it takes a certain “Bloodline” to achieve this level of Evangelist, and I was fortunate enough to experience it first hand ! Thanks Jim !
Always look to build a Foundational “Bloodline”…
Always inject this “Bloodline” into all that enter your culture…
Always build and drive this “Machine” with an Evangelist at the wheel..!
Enjoy the Ride !
Bryan Smeltzer
“Product Innovation and Marketing Success Blog..”
