Better than a tree.October 18th, 2010
Recently, we launched a new brand for DiscoverReady. The central theme of the effort is “discover better.” In simple terms the notion of “better” is a positioning statement. It’s a reinforcement of the place we try to earn with our clients every day. We want our clients to feel that doing business with us is a better alternative – because of the quality of our people, because of the depth and expertise of our team, because of the commitment and service levels they receive, and of course because of the value the team delivers.
When Steve Harber and I formed DiscoverReady in 2005, we knew from first-hand experience that there was a “better” way to manage the discovery process. There was a place in the market for a professional services organization that could competently navigate and manage the most complex aspects of the electronic discovery process, but who could also deliver value and predictability in the under-developed arena of document review. This model resonated with a handful of early adopters who entrusted us with their needs, and ultimately many aspects of our model and methods – fixed-fee pricing, dual monitors for review workstations, focusing on total cost of discovery and review as part of the technology selection process – seem to have been adopted almost universally across the industry today.
But our “better” theme is not just a message for our clients; it’s also a reminder to our team of the principles upon which the organization was founded. In our first formal planning meeting, before we had an office or a customer, we had one core theme that we wanted incorporated into every facet, every last drop of DNA of our company: continuous improvement. We never wanted to stop asking the question, “How can we do this better?” This was hardly a new notion in the business world (although some would joke with a grain of truth that process improvement is a foreign concept to the legal world), and the principles were near and dear to our hearts. My partner Steve had begun his career selling Japanese robots and had been convinced of the value of continuous process improvement throughout all levels of an organization. And my experiences in a culture where becoming “bigger” was more important than getting better had led me to the conclusion that, in fact, there was a “better way.” This better way ultimately became part of something we refer to (at least internally) as the “DiscoverReady Way.”
So now we turn full circle and we simplify. Our marketing firm and business partner, Sullivan, conducted a survey of our customers, our team members, and our business partners. We learned a lot through the process – what you think you know is often materially different than what others think! But the most gratifying aspect of the study was the resounding theme that came through time and again. The DNA of our company is “better.” That doesn’t mean that we think we are better than every alternative in the discovery world, it just means that our employees and customers value the mantra by which we live—that we are constantly moving forward, trying to find and do better.
And now that we have attached our marketing efforts firmly to our DNA – reflected in this new, ‘better’ Web site (developed by Sullivan and implemented by Biscuit Studios) – some friends have asked what happens to the trusted banyan tree, the tree of enlightenment that served us so well so long. Thankfully this symbol of wisdom and philosophy will live long and prosper on its own merits.
And for the new look, we simply hope you like it … Better.