Entrepreneurs building product brands are often pulled between "product" - the actual things they're developing - and "brand" - the soul and story behind what they're doing.  Building great products is a key foundational element of a successful product brand. But how do the best brands do it in a way that connects back to their soul and story? In this episode I dig into the product development framework used by some of the best brands in the world, and how it connects product and brand together.