Name-Changing Performance

There’s been a Tectonic shift at Metier Digital.

Craig E Ryder
Nov 1 · 2 min read

30 months in and it’s time for a change at Metier Digital.

Rebranding isn’t in the ordinary startup roadmap but this is an essential revision because we’re not the same business that we were in 2017.

The biggest development is our value proposition.

After two years and 30+ clients, we finally realised what we’re really good at:

Validating ideas and products to prevent businesses from wasting time and money.

So, here we are: Tectonic. The Validation Company


Name Changing Ideas

The obvious hurdle of this rebrand is the name-change, mainly because we luuuv “Metier Digital”.

So, let’s be overly critical. What’s wrong with Metier?

One thing is that nobody understands it the first time around.

“Is it ‘Meteor’?”, they say.

“Close… it’s Me-ti-er.”

“Huh?”

“M-E-T-I-E-R”

metier

noun

a profession or occupation

an occupation or activity that one is good at

an outstanding or advantageous characteristic

The reality is, our customers learn a new word that relates directly to the thing that connects us: the business world.

From a branding perspective, that is quite a nifty start.


Tectonic Shift

Putting Metier aside, we’ve been completely blown away by the plural meaning of Tectonic.

Obviously, there’s the literal sense of “tectonic plates”. The idea of world’s colliding and mass “disruption”.

It’s cool, but that doesn’t really represent “us”.

What we really like, is how it fits the way we work with our customers.

When we work with really tech-minded people, they want us to bring the tonic to their practical skills. That’s when we adopt a people-centred approach: tapping into our network, organising user interviews, and asking people the right questions. This is one crucial side of our validation process.

On the other hand, when a more traditional business seeks us out, they’re after our data analytics and technical abilities. That’s when we deploy a financial model and work out, against their business goals, how much money they need to spend to make their product a success.

It’s the combination of these two things, the tech and the tonic, that has made us The Validation Company™.

Tectonic

At Tectonic, we validate our client’s product ideas by using the right data to ensure long term commercial viability.

Craig E Ryder

Written by

Head of Comms @ Tectonic. Freelance Journalist. Studying MA in Global Digital Cultures @ SOAS. BA First Class Anthropology.

Tectonic

Tectonic

At Tectonic, we validate our client’s product ideas by using the right data to ensure long term commercial viability.

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