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Brent Lane

Vivid Theory is a studio model focusing on large market opportunities. Specializing in marketplace technology, two-sided SAAS and PAAS products, we work towards building exciting internally held products for commercialization and sale.

Our mission: to continuously innovate and evaluate the viability of new concepts for success through clear, actionable plans: Vivid Theories.

Tell us about yourself?

My whole life is rooted in innovation.

Through a variety of avenues, I honed my skillset in business and entrepreneurship while adding a double major in marketing and accounting. I am deeply passionate about problem-solving, managing cohesive relationships between different departments, and viewing strategies from every angle.

From an early age, I was fascinated by the evolution of product development. The process of growing a single concept into a large successful commercial venture drove me to explore ways to reimagine the pre-existing limits

If you could go back in time a year or two, what piece of advice would you give yourself?

Look for more people who will support you along the journey; don’t go at it alone.

I would tell myself to build a stronger advisory team around me – sooner! Get a team that could advise on things like appropriate hires, when to look for money, and all the other things that leave you with more questions than answers when you’re bootstrapping a business.

What problem does your business solve?

Vivid Theory’s limitless scope provides a unique opportunity for Vivid Theory’s staff, investors, and the Albertan startup community that surrounds it. Together, we are reinventing how successful solutions are brought to life.

This is all made possible by focusing on three large principles of the business.

  1. Build incredible teams.
  2. Craft sophisticated technologies for large markets.
  3. Provide repeatable returns for our stakeholders.

What is the inspiration behind your business?

Too often successful concepts have been limited to specific industries. Vivid Theory was built on the premise that a proven model could provide a solution by successfully testing and scaling ideas.

Currently, HeyAuto, powered by the Vivid Theory team, is focused on automotive tech, but our emerging technologies promise is to touch all industries impacted by SaaS and Geospatial data.

What is your magic sauce?

Vivid Theory is a unique Product Development Company. Using a proprietary Rapid Feasibility Model (RFM), we identify the next-up product. Once a product passes through a prototype and an internal evaluation, the product journey begins. Vivid blends entrepreneurship, tech, and design. We are a fast-growing, forward-thinking family of diverse and talented individuals with a proven strategy that brings products from concept to commercialization.

What is the plan for the next 5 years? What do you want to achieve?

Short term, Vivid Theory is working hard to grow into the number one integrative automotive platform in Canada, followed by North America – without taking our foot off of the gas pedal.

What is HeyAuto?

HeyAuto is an innovative, all-in-one tool [powered by Vivid Theory] that empowers the vehicle ownership experience. Whether you are looking to buy or sell, we’ve built a full-service automotive ecosystem that makes the whole experience simple and enjoyable.

HeyAuto is Car Ownership. Reimagined.

But we aren’t simply waiting for HeyAuto to conquer the market. Vivid Theory is always exploring the next round of innovative opportunities with our talented team. We have deep connections to research groups and continue to be on the leading edge of development. Using our unique approach and expertise, we are exploring exciting opportunities in many verticals and our internal professional development teams are gearing up to attract the international community. Stay tuned!

What is the biggest challenge you’ve faced so far?

Building a software company through Covid-19. We successfully navigated the challenges of keeping a work-from-office environment going and stayed true to the vision and beliefs of our company!

Additionally are the challenges of timelines related to product building, particularly for a product in the very large, all-encompassing automotive tech market. As such, we are hyper-aware of our continued need to be prepared to push products that provide benefits to our consumers on a consistent basis – and I think we’ve done a good job of that.

Ultimately, being adaptable to change is the key to long-term, repeatable success.

How can people get involved?

Check us out at / Discover car ownership, reimagined at