Product Development: The Constant Stream of Accomplishment

In product development, you learn to look forward to a constant stream of accomplishments.

When you’re building new brands and products, the pathway from ideation to market launch becomes both a rhythm and an addiction. I’m not used to cycling forward without significant milestones — and honestly, it’s disorienting when that momentum pauses.

There’s a dopamine rush in every phase: when that first idea clicks with the team, when the sample finally feels right, when the buyer signs off, when the PO lands, and when the product makes its way from factory to warehouse to shelf.

Then comes the moment of truth — watching someone discover it for the first time.

We still visit stores to see the shelves — sometimes full, sometimes bare — and quietly observe shoppers as they make their choices. Product developers never really let go. Each product feels like a child we’ve nurtured, launched, and still root for long after release.

I still find myself visiting my SKUs that are still at retail. It never stops — and honestly, I hope it never does. Delanie West is an award-winning Creative Director at Be Super Creative, where she leads clients in innovative branding, design, and marketing strategies. With a wealth of experience in creative product development and an eye for detail, Delanie combines her passion for storytelling with a commitment to helping brands thrive in competitive markets. For more insights on creativity and marketing, connect with Delanie through Be Super Creative.