1.) We pay zero attention to just about everything market analysts have to say. When you let marketers, analysts, and focus groups tell you what product people want next and how much it should cost, you end up creating things that solve marketing problems, but not the real problems hunters face in the field.
2.) We create gear to solve specific hunting problems that have never been tackled – like how do you keep your hands dry when pulling deeks from icy water? Or how can rain jacket pockets warm your hands without having water run down the sleeve and into the pocket? If these solutions were straightforward, other companies would have already come up with them. But the problems we're solving are complex, requiring astounding sums of time, research, creative innovation, and scientific testing.
This is how real innovation happens: On the hunt, we tune into everything that robs us of comfort, focus and success. Everyone on the Sitka Team does this, from Athletes to customer service reps, Prostaff to business leaders. Then, we do whatever it takes to craft complete solutions to the most pressing problems. For most solutions, the ideal fabric doesn't even exist yet, so we can't just buy something out of some textile manufacturer's catalog. Instead, we invent completely new fabrics designed specifically for the particular end use. That means working with brilliant chemists to combine new compounds in just the right atmospheric conditions to create new threads and membranes. We then work with talented engineers to invent new ways of weaving and laminating these advanced materials into fabrics that are lighter, quieter, more flexible, more durable, and ultimately superior for the application. We work with optical and veterinary biologists to study animal vision and understand how prey, not human hunters, see the world. We work with digital concealment experts who contract for militaries around the globe, and use the animal study findings to create the most effective hunting concealment patterns ever made. We assemble these new fabrics into prototypes that aim to solve the problems we encountered in the field. But that's just the beginning. Our athletes push their personal limits with the prototypes, hunt after hunt, to identify even the tiniest design and construction flaws. With their feedback, we redesign again and again until the piece works perfectly to solve the problem and integrates seamlessly into the Sitka system.