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The message is the same; it’s just the words that have changed

By William Mooney, Posted on September 2, 2009 at 4:24 pm

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I dropped my daughter off at her first day of high school this week and got caught up in a “get back to business/summer’s over” mentality–get to the office, sharpen my pencils, and focus on what’s really important.

First order of business: Blogging. It’s been weighing on my mind that I haven’t posted in a while, and as I mentioned previously, I’ve been anxious to talk about our new tagline, Advancing Applications. Partnering for Success.

Our tagline for years was “Take Part in Creating Success.” These five words were plastered on everything we sent out. The concept was to convey to our customers, employees, and vendors that we are only successful when our customers are successful. I polled some Synergex new-hires for candid comments, however, and learned that they found the tagline confusing – i.e., who was taking part in whose success? We slowly backed away from the mantra to the point that we got rid of it all together.

This troubled me. Taglines articulate a company’s vision and empower people – employees, customers, vendors – to make decisions in line with the company’s overall objectives. (Think FedEx when they were just an overnight service – Surely “When it absolutely, positively has to be there overnight” empowered their employees to make that happen, at whatever cost, without having to ask permission first.) So, we recruited some Mad Men types (in our case Mad Women) to help us find a way to convey the original message without the confusion. We white-boarded ideas around customers, products…everything. We finally chose “Advancing Applications. Partnering for Success.”

That’s it. Our application of the Law of the Little Shovel. Our existence is based on these simple words: “Advancing Applications” because that’s what we’ve been doing since the early days of helping customers migrate from one platform to another; to today’s customers who want to implement new Windows user interfaces and Web front ends, or integrate data with Oracle and SQL Server, hand held apps, and a lot more. And “partnering for success” because we recognize that we are partners with our customers.

Our role extends much farther than providing products and services to help customers advance applications. It means coming up with ideas and ways to help them succeed – from designing new logos for them, to sending out mailings to help them get new business, to training their support departments on new technology — simply, partnering with them however we can to ensure their continued success.

So, armed with my sharp pencils and little shovel, empowered by the vision present and clear, I am eager to help my partners advance their applications to ensure success. Please call on me to let me know how we can help you.


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