Over the past 18 months, we have been working with our client NeoSystems (www.neosystemscorp.com) to implement a wholesale strategic transformation.
The company started 12 years ago as a provider of accounting services to government contractors based on the Deltek suite of products. Their core value proposition was assured compliance with DCAA regulations.
Inspired by its visionary leaders Michael Tinsley and Rob Wilson, the company had expanded way beyond this core business, including:
- Expanding into new markets, specifically the Non-Profit and Commercial segments
- Providing new services, including IT, hosting, systems consulting, contract management, financial planning, and HR
- Adding new software products, including IBM Cognos, UltiPro, and more
We came to describe this new, expanded business as “The New Neo.” Unfortunately, many things (and some people) were still stuck in “The Old Neo.”
To reinforce the concept of the New Neo, we implemented dozens of changes, including a new brand identity designed by Dashboard’s strategic partner, Red Thinking (www.redthinkingllc.com). In addition, we created new core values, a new value proposition, a new tagline, a new organization structure, a new performance management system, a new dashboard, new job descriptions, a new website, new marketing collaterals, and more.
Each of these individual changes had an impact … but the cumulative effect of all of them together has been a stunning transformation. (There is still more work to do to “burn-in” the changes, but Neo is definitely on their way.)
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