“What’s one American-made product you’ve seen evolve or improve significantly over the years? How has this evolution impacted its market position?”
Here is what 18 thought leaders had to say.
Yeti Coolers: From Outdoor Tool to Luxury Status Symbol
One American-made product that’s had a stealthy but fascinating evolution is the humble Yeti cooler. Yes, that big, blocky thing people throw beers and bait into. What started as a niche item for hardcore hunters and fishermen has become a full-blown luxury lifestyle accessory—and that shift completely reshaped its market position.
Early on, Yeti wasn’t trying to be cool (pun intended). They were solving a real problem: traditional coolers sucked in the wild. Cheap plastic, broken hinges, melted ice in hours. So they engineered the tank of all coolers—bear-proof, rotomolded, and built like a vault. At first, only outdoorsy types cared. But then something weird happened: Yeti got aspirational.
They doubled down on branding—not functionality. Limited color drops, social media stories, influencer placements, high-end retail displays. Suddenly the product was signaling identity, not just utility. “I camp, I fish, I live intentionally”—even if you just took it to the beach once.
And now? You’ve got a $400 cooler being sold next to boutique backpacks and hydroponic herb kits. It’s no longer in a price war—it’s in a category of one. That repositioning—engineering + storytelling—let them escape commoditization and build a tribe, not just a customer base.
It’s a masterclass in how to evolve a product without changing its core… just reframing who it’s for and what it says about you when you use it.
Derek Pankaew, CEO & Founder, Listening.com
Fiber-Optic Internet Transforms from Novelty to Essential Infrastructure
Fiber-optic internet technology has evolved dramatically since I started in the industry, going from expensive novelty to essential infrastructure that delivers gigabit speeds to millions of American homes. We’ve seen our customer base grow exponentially as manufacturing improvements and installation techniques have made fiber internet both more reliable and more affordable for the average household.
Andrew Dunn, Vice President of Marketing, Zentro Internet
Leatherman: American Innovation Through Function-Focused Evolution
The Leatherman multi-tool is a masterclass in American innovation and evolution. As a CEO in the custom jewelry business, my team and I rely on precision tools daily, and I’ve watched the Leatherman evolve from its simple, brilliant origins into an indispensable piece of equipment.
The early models, like the original PST (Pocket Survival Tool), were revolutionary, but they were also a bit clumsy. Over the years, Leatherman has relentlessly improved its products based on real-world feedback. They introduced stronger locking mechanisms, superior steel blades, and most critically, features like externally accessible, one-handed opening tools on models like the Wave+. They didn’t just add more tools; they fundamentally improved the user’s interaction with the core product.
This constant, function-focused evolution is precisely why Leatherman has owned its market category for decades. While countless cheaper imitations exist, they compete on price alone. Leatherman’s evolution cemented its position as a premium, “buy it for life” tool you can trust when it matters. Their market leadership is earned, not given, by consistently making the product itself better, year after year.
Aviad Faruz, CEO, FARUZO
Less-Lethal Launchers Create New Market Through Reliability
One product I have seen really evolve over the years is the less-lethal launcher. When I first started in law enforcement two decades ago, these tools were bulky, limited in range, and often unreliable when accuracy mattered most. What I see today, particularly with American-made launchers like the ones we build at Byrna, is a huge leap forward in technology and design. The materials are lighter, the systems are far more accurate, and the projectiles deliver consistent performance without relying on traditional firearms platforms. That shift changes how professionals and the public think about personal defense.
It is no longer just about deadly force or nothing at all. You now have a reliable tool that fills a critical gap, and that has opened up an entirely new market. I have watched agencies and private citizens alike adopt these products because they give people more options without sacrificing safety. The credibility these products now carry is a direct result of that evolution, and it is shaping a market that did not really exist twenty years ago. Seeing that transformation up close has been one of the most interesting parts of my career.
Joshua Schirard, Director, Byrna
Smart Home Tech Shifts from Hardware to Experience
As someone who’s been in the short-term rental business for years and recently upgraded multiple Detroit loft properties, I’ve watched American-made smart home technology completely transform. When I started out, basic programmable thermostats were cutting-edge and cost $200+ just for installation.
Now I’m installing integrated smart lighting systems, automated door locks, and climate control that guests can manage from their phones. These American companies like Nest and Ring went from simple devices to complete ecosystem solutions. The evolution has been incredible – what used to require multiple contractors now installs in an afternoon.
This shift has completely changed how these companies compete globally. Instead of fighting Chinese manufacturers on price for basic thermostats, American smart home brands now command premium prices for integrated experiences. My guests specifically mention the smart features in reviews, and I can charge 15% more than competitors without these systems.
The market positioning change is huge. These companies went from being commodity hardware sellers to software-driven experience providers. Properties without smart features now feel dated to guests, especially business travelers who expect seamless tech integration.
Sean Swain, Company Owner, Detroit Furnished Rentals LLC
KitchenAid Mixers Add Smart Features, Cut Prep Time
The evolution of KitchenAid mixers in my restaurants has been amazing – they’ve gone from being just reliable workhorses to having smart capabilities that help us maintain consistency in our recipes. I’ve been using them at Zinfandel Grille for over a decade, and their recent improvements in power efficiency and attachment versatility have actually helped us reduce prep time by about 30%.
Allen Kou, Owner and Operator, Zinfandel Grille
Syber Gaming Cases Redefine Brand Appeal Through Color
As a consultant focused on brand strategy and tech product evolution, I’ve had a front-row seat to many such changes. One striking example is how Syber Gaming’s PC cases have significantly evolved.
Initially known for their iconic black aesthetic, symbolizing power and legacy for core gamers, Syber strategically shifted to a modern white palette. This was more than a cosmetic update; it represented a strategic redefinition of their brand appeal.
This bold evolution broadened their market reach, allowing them to resonate with contemporary gamers and content creators alike. It positioned Syber as a brand that honors its heritage while leading future trends in the rapidly evolving gaming industry.
Such moves are critical in fighting commoditization, as they demonstrate an understanding of shifting consumer lifestyles and lift perceived value beyond mere hardware specifications.
Tony Crisp, CEO & Co-Founder, CRISPx
Recycled Rubber Surfaces Become Premium Engineered Materials
Having worked across manufacturing, sustainability, and aerospace before founding Replay Surfacing, I’ve watched rubber surfacing products transform from basic tire shreds into engineered performance materials. When I started in manufacturing, recycled rubber surfaces were essentially ground-up tires mixed with binder – inconsistent quality, limited colors, and constantly failing safety standards.
The evolution has been remarkable through advanced processing techniques and polymer science. Modern recycled rubber surfacing now meets or exceeds virgin material performance while offering superior impact absorption and slip resistance. We’re processing millions of pounds of scrap tires into products that consistently pass ASTM and IPEMA certification – something impossible with old grinding methods.
This technical advancement completely repositioned recycled rubber from “cheap alternative” to “premium sustainable choice.” Playground designers and facility managers now specify recycled rubber surfaces specifically for performance benefits, not just environmental points. Our projects command 20-30% higher margins than traditional alternatives because clients recognize the engineered value.
The Nike Grind partnership exemplifies this shift – we’re now working with major brands to create custom surfaces from their manufacturing waste. What started as basic tire recycling has become precision material engineering, opening markets in high-end commercial and athletic facilities that would never consider “recycled” products under the old paradigm.
Landon Olson, Mechanical Engineer, Replay Surfacing Inc.
Telemedicine Platforms Evolve Beyond Basic Video Calls
I’ve watched telemedicine platforms evolve from basic video calls to sophisticated systems that integrate electronic health records, remote monitoring, and mental health screening tools. The improvement in these American-made platforms has been game-changing for Mindset & Body Reset, allowing us to provide more accessible mental healthcare while maintaining the personal connection our patients need.
Lori Leonard, Chief Medical Officer, Mindset & Body Reset
Modular Furniture Adapts to Modern American Living Spaces
As someone who sources premium furniture from Southeast Asia and has it assembled here in the US, I’ve watched American furniture manufacturing completely transform over the past decade. The biggest evolution I’ve witnessed is in modular, multi-functional furniture design – pieces that can serve multiple purposes and adapt to smaller living spaces.
When we started Rattan Imports, American-made modular furniture was clunky and limited. Now companies are creating sophisticated pieces like storage ottomans that convert to coffee tables, or dining sets that transform into workspace configurations. This shift happened because manufacturers finally listened to how people actually live – especially younger generations in smaller apartments who need every piece to earn its space.
This evolution has been huge for market positioning. American furniture brands that acceptd modularity now command premium prices because they solve real problems. We’ve seen our customers increasingly ask for pieces that can work in multiple rooms, just like the American manufacturers started doing. The companies that adapted to this trend went from competing on price to competing on innovation and space-efficiency.
What’s fascinating is how this mirrors what we see with our baby boomer customers too. They’re downsizing and want fewer, smarter pieces rather than traditional room-specific furniture sets. The American brands that figured this out early are now industry leaders, while the ones stuck making single-purpose furniture are struggling to stay relevant.
Nino Russo Alesi, Acting CEO, Rattan Imports
Portable Restrooms Transform from Necessity to Premium Service
Over 26 years in portable sanitation, I’ve watched American-made portable restrooms transform from basic fiberglass boxes into sophisticated, user-friendly units. We’ve evolved from simple functionality to advanced engineering that prioritizes durability, comfort, and hygiene features that rival indoor facilities.
The biggest game-changer has been integrating technology and premium materials. Modern units now include hands-free sanitizer dispensers, improved ventilation systems, and antimicrobial surfaces. At Satellite Industries, we’ve seen customers willing to pay 30-40% more for these improved features because they directly impact user satisfaction and reduce maintenance costs.
This evolution has completely shifted market positioning from “necessary evil” to “essential service upgrade.” Companies that stuck with basic models lost significant market share, while manufacturers who invested in innovation – like adding handwash stations with foot pumps or solar-powered lighting – captured premium contracts with construction companies and event planners.
The portable sanitation market is projected to exceed $9 billion by 2026, and that growth is entirely driven by American manufacturers who refused to treat this as a commodity business and instead focused on continuous improvement.
Michelle Amelse, Vice President of Marketing and Customer Success, Satellite Industries
Facebook Improves: Less Clutter, More Manageable Interface
Facebook – technically not made in the U.S., but come on, it’s as American as fast food and lawsuits. I’ve been struggling with using it for years, but like many of us, I was forced to endure it. Lately, it’s actually improved – fewer random notifications and less clutter – at least that’s how I see it. Still chaotic, but more manageable. It’s aging, sure, but like a sitcom that somehow got a decent season 12.
Mateusz Mucha, Founder, CEO, Omni Calculator
AI Transforms Retail Site Selection into Data-Driven Science
Having started my career stocking shelves at Books-a-Million and later working in a retailer’s real estate department, I’ve had a view of American retail from the ground up. The ‘product’ I’ve seen evolve most significantly is the **physical retail storefront** itself, specifically how retailers determine where to place them.
Historically, site selection was a labor-intensive, manual process, relying heavily on instinct and limited data. Today, it’s changing into a data-driven science, with AI agents like GrowthFactor’s ‘Waldo’ evaluating hundreds of locations in minutes, not weeks.
This evolution has radically impacted market position, enabling retailers to act with unprecedented speed and precision. For instance, our customers secured 20 prime locations from over 800 evaluated during the Party City bankruptcy auction in under 72 hours, a task traditionally requiring over 500 manual hours.
This agility allows brands like Cavender’s Western Wear to acquire desirable sites faster, increasing their store count by 17% and capturing market share before competitors can react. It fundamentally shifts who wins in a competitive real estate landscape.
Clyde Christian Anderson, CEO & Founder, GrowthFactor
American Well Pumps Command Premium Through Reliability
Having grown up in a four-generation well drilling business, I’ve watched American-made well pumps transform from simple mechanical units into sophisticated, efficient systems. When my great-grandfather started our company in the 1940s, pumps lasted maybe 8-10 years and required constant maintenance.
Today’s American-manufactured submersible pumps easily run 15-20 years with minimal service calls. The efficiency improvements are dramatic – modern pumps use 30-40% less electricity while delivering better water pressure and flow rates. We’ve installed Franklin Electric and Goulds pumps that are still running strong after two decades.
This evolution completely repositioned American pump manufacturers against cheaper imports. Customers now pay premium prices specifically for the longevity and efficiency, knowing they’ll save thousands in electricity and replacement costs over the pump’s lifetime. The upfront cost difference pays for itself within 3-4 years through energy savings alone.
Our service calls have dropped dramatically too. We used to have crews out weekly for pump repairs, but now it’s monthly at most. American manufacturers focused on reliability when foreign competitors focused on price, and it’s paying off big time in our industry.
Chelsey Christensen, Director of Operations, Eaton Well Drilling and Pump Service
Smart Irrigation Systems Deliver Precision Water Management
With nearly two decades in construction and landscape design, I’ve directly experienced the evolution of critical American-made products, particularly automated irrigation systems. These smart watering timers have significantly advanced from basic pre-set devices.
They now integrate cutting-edge technology, using real-time weather data and custom schedules to deliver precise watering. This ensures optimal plant health and drastically reduces water waste, a crucial factor in water-conscious communities.
This shift has transformed them from a mere convenience to an indispensable, eco-friendly solution for busy families and commercial properties. They directly lower utility costs and provide effortless yard care, solidifying their market position as a smart home and business investment.
David Shellu, Owner, Cascading Falls Inc.
American Cordless Drills Dominate Through Consistent Performance
The cordless power drill made in America has become much better. The battery life on my first one, bought in the early 2000s, was terrible. It had low power and took hours to charge. Nowadays, they are lighter, stronger, and they have a much longer lifespan. That consistency means saving time and money on job sites and flips.
The trends have seen these brands take control of the pro markets and avoid the threat of lower priced offshore products. Pros trust these tools because they consistently perform well under pressure. That is what helps secure repeat business.
Jeffrey Hensel, Broker Associate, North Coast Financial
Weber Grills Gain Market Loyalty Through Heat Control
The American-made product that has impressed me with its evolution is the Weber charcoal grill. The reason for this is its improved heat control. Back in the old days, grilling with a Weber meant lifting the lid constantly, guessing temperatures and fighting the occasional flare ups. It was not a matter of precision but rather a matter of gut feel and trial and error. All of that changed when Weber added adjustable top and bottom vents, a new tighter seal on the lid and the improved air circulation system. In an instant, you would be able to manipulate the whole cooking process without having to open the lid every five minutes. You could hold a steady low temperature for slow cooks or you can make it hot enough to perfect a sear. What this single upgrade did was to turn the grill into something that could be trusted to do more substantial cooking as opposed to the casual weekend use.
Such confidence forced them to seek the brand every time. That is why Weber grills are still on patios 10 or even 20 years later after buying them. They created that reputation out of something that is very fundamental. The improved control rendered the product more reliable. And reliable products do not require replacement all the time. They get recommended, repaired and reused. This is how it was able to maintain a position in the face of other brands coming and going.
Shaun Bettman, CEO / Chief Mortgage Broker, Eden Emerald Mortgages
Pyrex Evolves from Bakeware to Multi-Purpose Kitchen Essential
The American-made product that has improved the most in my view is Pyrex cookware. This is because it changed its purpose from single-use baking dishes in favor of a multi-purpose kitchen essential. Older Pyrex was reliable but limited. Now, the updated designs will allow you to prepare, bake, store, and reheat without having to change containers. This level of versatility minimises the clutter, saves time and even simplifies daily cooking. You are not constantly switching between containers, and you are not dealing with lids that never fit. That one change, making the product work across multiple steps in the kitchen, is what kept it useful while everything else in the market got noisier or more disposable. Pyrex has remained strong and it has become smart.
Marcus Denning, Senior Lawyer, MK Law
