Name-Changing Performance
There’s been a Tectonic shift at Metier Digital.
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.
We still build apps for people looking to convert their ideas into multiple-million-pound companies. But only if we’ve validated the idea first.
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”
Does this (minor) setback outweigh the virtues of Metier? Metier is definitely unique and, evidently, it’s quite memorable. Many people have said to us, Metier “stays” with them because they are so unfamiliar with the word that they google it and then find out what it means…
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™.
