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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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It lives at the intersection of what the market wants and what you want.\n\nMost businesses over-index on one or the other.\n\nSome owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient.\n\nOthers do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows.\n\nHealthy growth requires both kinds of energy working together:\n\nMarket energy: Do buyers value this? Does it resonate? Does it solve a real problem?\nFounder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it?\n\nWhen we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?”\n\nWhat kind of work lit us up?\n\nWhere did we consistently find flow?\n\nWhat conversations did we never get tired of?\n\nWhat problems did we solve with the most insight?\n\nThe more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became:\n\nOur passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value.\n\nOnce we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned.\n\nIf you want to find your next growth curve, follow the energy.\n\nNot just the market’s energy. 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But the more interesting truth is this: When you narrow your market, you broaden your appeal. Not to everyone. But to the right ones. Early on, we served anyone who needed digital marketing. We ran websites, campaigns, funnels, product launches, ads, videos. You name it. If you could assign it to a digital team, we did it. But wide markets dull sharp value. Your expertise spreads thin. Your message gets diffused. Your team gets fragmented. As we grew, a pattern began to emerge. We consistently delivered the greatest value—not just good work, but transformative outcomes—for B2B technology firms, IT services firms, and professional services companies. These organizations had complex value stories that needed clarity. They had strong capabilities but weak articulation. They felt the symptoms of growth friction but couldn’t diagnose the source. That’s where Dynamic Value Design™ was born. We weren’t just “good at marketing” for these companies. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":64114.0,"y":3787.0,"width":576.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":64114.22265625,"y":3793.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,2674.0]],"size":{"x":576.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. 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every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":64034.0,"y":1065.0,"width":608.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":64034.0,"y":1065.0,"width":608.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.\n","lineIndentations":[1,1,1,1,1,1,1,1,1,1,1,1,1],"lineTypes":["ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED"],"listStartOffsets":[1,2,3,4,5,6,7,8,9,10,11,12,13],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"17":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://www.coefficient.xyz/getstarted","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"isOverrideOverTextStyle":true,"fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"16":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","isOverrideOverTextStyle":true,"semanticWeight":"BOLD","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2576:9330":{"type":"TEXT","id":"2576:9330","name":"\"Coefficient helped us see our company through our customers' eyes. That changed how we think about our market, our offering, and how we communicate our value.\" 
— Tim Tow, Founder, Dodeca Software","absoluteBoundingBox":{"x":64066.0,"y":10592.0,"width":232.0,"height":240.0},"isolatedAbsoluteRenderBounds":{"x":64066.3359375,"y":10598.095703125,"width":227.90625,"height":204.1123046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":232.0,"y":240.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.239215686917305,"g":0.313725501298904,"b":0.866666674613953,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"\"Coefficient helped us see our company through our customers' eyes. That changed how we think about our market, our offering, and how we communicate our value.\"\n
— Tim Tow, Founder, Dodeca Software\n","lineIndentations":[0,0,0],"lineTypes":["NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"fontFamily":"Satoshi","fontPostScriptName":"Satoshi-BoldItalic","fontStyle":"Bold Italic","italic":true,"textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2576:9310":{"type":"FRAME","id":"2576:9310","name":"Frame 337","absoluteBoundingBox":{"x":64066.0,"y":2473.0,"width":247.0,"height":8079.0},"isolatedAbsoluteRenderBounds":{"x":64066.0,"y":2473.0,"width":247.0,"height":8079.0},"relativeTransform":[[1.0,0.0,32.0],[0.0,1.0,1408.0]],"size":{"x":247.0,"y":8079.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["2576:9311","2576:9313","2576:9315","2576:9320","2576:9321","2576:9322","2576:9323","2576:9324","2576:9325","2576:9326","2576:9327"]},"2576:9326":{"type":"TEXT","id":"2576:9326","name":"Making the new value visible.","absoluteBoundingBox":{"x":64066.0,"y":9667.0,"width":247.0,"height":21.0},"isolatedAbsoluteRenderBounds":{"x":64067.296875,"y":9672.095703125,"width":214.1171875,"height":15.7919921875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,7194.0]],"size":{"x":247.0,"y":21.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Making the new value visible.","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8205","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","responsiveTextStyleVariants":[{"minWidth":1280.0,"name":"Desktop","style":{"styleIdForText":"StyleId:2008:8205","fontSize":24.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":31.1999988555908,"lineHeightPercent":110.933334350586,"lineHeightPercentFontSize":130.0,"lineHeightUnit":"FONT_SIZE_%"}},{"minWidth":800.0,"name":"Tablet","style":{"styleIdForText":"StyleId:2008:8205","fontSize":18.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":23.3999996185303,"lineHeightPercent":110.933334350586,"lineHeightPercentFontSize":130.0,"lineHeightUnit":"FONT_SIZE_%"}},{"minWidth":1.0,"name":"Mobile","style":{"styleIdForText":"StyleId:2008:8205","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":20.7999992370605,"lineHeightPercent":110.933334350586,"lineHeightPercentFontSize":130.0,"lineHeightUnit":"FONT_SIZE_%"}}],"fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":20.7999992370605,"lineHeightPercent":96.2962951660156,"lineHeightPercentFontSize":130.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2576:9325":{"type":"TEXT","id":"2576:9325","name":"Only after clarifying the buyer, the value, and the offer did we turn to the company's identity. Applied OLAP reflected the company's technical heritage. But that heritage was precisely what the new positioning needed to move beyond. The name introduced the company through a technology rather than a customer outcome. It reinforced an association with a narrower market at the very moment Dodeca was preparing to expand. Meanwhile, the market already knew its flagship product as Dodeca. The company was asking buyers to connect two identities when one would do. So I recommended that Applied OLAP become Dodeca Software. It wasn't an obvious decision for everyone. A company name carries history, identity, and a founder's investment in what the business has become. Interestingly, after the recommendation, several team members told me they had favored a name change for years. The market had been giving the company a signal. The new value strategy finally gave it a compelling reason to act. The decision wasn't about finding a more fashionable name. It was about removing another obstacle between the buyer and the value the company offered. Drillbridge, another product in the family, retained its established name. There was no reason to erase useful recognition simply to make everything uniform. The objective was clarity, not cosmetic consistency. A name should follow your value, not lead it. But a new name was only one part of bringing that value to market. The company's website also needed to change. It had been built around explaining the technology to people who already understood it. Now it needed to engage finance leaders who might be encountering Dodeca for the first time.","absoluteBoundingBox":{"x":64066.0,"y":7939.0,"width":247.0,"height":1704.0},"isolatedAbsoluteRenderBounds":{"x":64066.14453125,"y":7945.3359375,"width":245.51171875,"height":1667.8564453125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,5466.0]],"size":{"x":247.0,"y":1704.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Only after clarifying the buyer, the value, and the offer did we turn to the company's identity.\n\nApplied OLAP reflected the company's technical heritage. But that heritage was precisely what the new positioning needed to move beyond.\n\nThe name introduced the company through a technology rather than a customer outcome. It reinforced an association with a narrower market at the very moment Dodeca was preparing to expand.\n\nMeanwhile, the market already knew its flagship product as Dodeca.\n\nThe company was asking buyers to connect two identities when one would do.\n\nSo I recommended that Applied OLAP become Dodeca Software.\n\nIt wasn't an obvious decision for everyone. A company name carries history, identity, and a founder's investment in what the business has become. Interestingly, after the recommendation, several team members told me they had favored a name change for years.\n\nThe market had been giving the company a signal. The new value strategy finally gave it a compelling reason to act.\n\nThe decision wasn't about finding a more fashionable name. 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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":64018.0,"y":1065.0,"width":552.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":64018.0,"y":1065.0,"width":552.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
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every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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teams have a complicated relationship with Excel. They love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes. Manual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers? Our customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required. Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. 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Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes.\n\nManual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers?\n\nOur customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required.\n\nInstead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence.\n\nConfidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted.\n\nThat insight became the foundation of a sharper promise: Confidence behind every cell.\n\nAnd a more immediately recognizable expression of the offer: Keep the spreadsheets you love. 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That may sound surprising for a business with longstanding enterprise customers. But most of its relationships were with technical specialists who administered the systems, understood the architecture, and appreciated Dodeca's capabilities. The company knew its technology users extraordinarily well. It knew much less about the finance executives who depended on the results. And those executives represented an important growth opportunity. The old website described Dodeca as \"EPM Applications Tailored To Fit Your Business,\" emphasizing its flexibility to build Essbase and spreadsheet-centric applications. Accurate? Absolutely. Compelling to a FP&A executive responsible for delivering an accurate forecast to the CFO? Not particularly. Through customer interviews, we began to see the difference between what technical users appreciated and what finance leaders valued. Technical specialists valued the platform's capabilities. Finance leaders cared about the reliability, efficiency, and integrity of the financial processes those capabilities supported. That distinction changed how we thought about Dodeca's ideal customer. We weren't abandoning the technical audience. Their expertise remained essential to evaluating and implementing the software. But the people who understood the technology best weren't necessarily the people with the most compelling reason to buy it. 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Finance leaders cared about the reliability, efficiency, and integrity of the financial processes those capabilities supported.\n\nThat distinction changed how we thought about Dodeca's ideal customer.\nWe weren't abandoning the technical audience. 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 Individually, each can slow a sale. Together, they can keep the right buyers from recognizing that you have something valuable to offer. Applied OLAP had elements of all three. But changing its name wouldn't solve the underlying problem. First, we needed to understand where its greatest value actually lived.","absoluteBoundingBox":{"x":64050.0,"y":1896.0,"width":608.0,"height":480.0},"isolatedAbsoluteRenderBounds":{"x":64050.19140625,"y":1902.33605957031,"width":606.2578125,"height":471.232055664062},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":480.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12],"characters":"Every B2B technology company has a story it tells about itself. Over time, that story becomes so familiar internally that it's easy to forget how much work an unfamiliar buyer must do to understand it.\n\nThat work is friction. It often appears in three forms:\n\nMarket friction. You're speaking to one audience while the greatest opportunity lies with another.\nValue friction. You're explaining what your product does without making clear why it matters.\nBrand friction. Your identity makes buyers work harder to recognize or remember you.
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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"3":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2576:9497":{"type":"TEXT","id":"2576:9497","name":"Only after clarifying the buyer, the value, and the offer did we turn to the company's identity. Applied OLAP reflected the company's technical heritage. But that heritage was precisely what the new positioning needed to move beyond. The name introduced the company through a technology rather than a customer outcome. It reinforced an association with a narrower market at the very moment Dodeca was preparing to expand. Meanwhile, the market already knew its flagship product as Dodeca. The company was asking buyers to connect two identities when one would do. So I recommended that Applied OLAP become Dodeca Software. It wasn't an obvious decision for everyone. A company name carries history, identity, and a founder's investment in what the business has become. Interestingly, after the recommendation, several team members told me they had favored a name change for years. The market had been giving the company a signal. The new value strategy finally gave it a compelling reason to act. The decision wasn't about finding a more fashionable name. It was about removing another obstacle between the buyer and the value the company offered. Drillbridge, another product in the family, retained its established name. There was no reason to erase useful recognition simply to make everything uniform. The objective was clarity, not cosmetic consistency. A name should follow your value, not lead it. But a new name was only one part of bringing that value to market. The company's website also needed to change. It had been built around explaining the technology to people who already understood it. 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But that heritage was precisely what the new positioning needed to move beyond.\n\nThe name introduced the company through a technology rather than a customer outcome. It reinforced an association with a narrower market at the very moment Dodeca was preparing to expand.\n\nMeanwhile, the market already knew its flagship product as Dodeca.\n\nThe company was asking buyers to connect two identities when one would do.\n\nSo I recommended that Applied OLAP become Dodeca Software.\n\nIt wasn't an obvious decision for everyone. A company name carries history, identity, and a founder's investment in what the business has become. Interestingly, after the recommendation, several team members told me they had favored a name change for years.\n\nThe market had been giving the company a signal. The new value strategy finally gave it a compelling reason to act.\n\nThe decision wasn't about finding a more fashionable name. It was about removing another obstacle between the buyer and the value the company offered.\n\nDrillbridge, another product in the family, retained its established name. There was no reason to erase useful recognition simply to make everything uniform.\n\nThe objective was clarity, not cosmetic consistency.\n\nA name should follow your value, not lead it.\n\nBut a new name was only one part of bringing that value to market. The company's website also needed to change. It had been built around explaining the technology to people who already understood it. Now it needed to engage finance leaders who might be encountering Dodeca for the first time.\n","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"13":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"14":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"15":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"16":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"17":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"18":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"19":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"20":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"21":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"22":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"23":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"24":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"25":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2575:7303":{"type":"TEXT","id":"2575:7303","name":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":64034.0,"y":9649.0,"width":311.0,"height":1224.0},"isolatedAbsoluteRenderBounds":{"x":64033.1640625,"y":9655.3359375,"width":311.1484375,"height":1211.8564453125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":1224.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.\n","lineIndentations":[1,1,1,1,1,1,1,1,1,1,1,1,1],"lineTypes":["ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED","ORDERED"],"listStartOffsets":[1,2,3,4,5,6,7,8,9,10,11,12,13],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"17":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://www.coefficient.xyz/getstarted","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"isOverrideOverTextStyle":true,"fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"16":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","isOverrideOverTextStyle":true,"semanticWeight":"BOLD","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2576:9240":{"type":"TEXT","id":"2576:9240","name":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":61858.0,"y":852.0,"width":552.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":61858.0,"y":852.0,"width":552.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15,15],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.\n","lineIndentations":[0,0,0,1,1,1,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","ORDERED","ORDERED","ORDERED","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[null,null,null,1,2,3],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"16":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","isOverrideOverTextStyle":true,"semanticWeight":"BOLD","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"15":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","hyperlink":{"type":"URL","url":"https://www.coefficient.xyz/getstarted","openInNewTab":true},"textDecoration":"UNDERLINE","isOverrideOverTextStyle":true,"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2008:8207":{"type":"TEXT","id":"2008:8207","name":"Bold/Quote","absoluteBoundingBox":{"x":0.0,"y":0.0,"width":38.0,"height":36.0},"isolatedAbsoluteRenderBounds":{"x":0.360000014305115,"y":8.30999851226807,"width":35.1396102905273,"height":28.6500015258789},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":38.0,"y":36.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","strokes":[],"strokeWeight":0.0,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Ag","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"WIDTH_AND_HEIGHT","style":{"fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Medium","fontStyle":"Medium","hangingPunctuation":true,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":30.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":36.0,"lineHeightPercent":88.8888931274414,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2576:9576":{"type":"FRAME","id":"2576:9576","name":"Frame 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Perhaps a Venn diagram will help:","absoluteBoundingBox":{"x":63502.0,"y":2380.0,"width":552.0,"height":48.0},"isolatedAbsoluteRenderBounds":{"x":63502.16015625,"y":2386.32006835938,"width":518.85546875,"height":39.248046875},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,1608.0]],"size":{"x":552.0,"y":48.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Let’s think about the core attribute for each of these archetypes. Perhaps a Venn diagram will help:","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2540:7472":{"type":"TEXT","id":"2540:7472","name":"Value design is both a business strategy and a human one. It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most.\n\nWe didn’t just teach the framework.\n\nWe lived it.\n\nAnd in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb.\n\nIf you want to be a better dog in your own market, eat your own dogfood.\n\nNot because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next.\n\nWe did. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. 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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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It lives at the intersection of what the market wants and what you want.\n\nMost businesses over-index on one or the other.\n\nSome owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient.\n\nOthers do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows.\n\nHealthy growth requires both kinds of energy working together:\n\nMarket energy: Do buyers value this? Does it resonate? Does it solve a real problem?\nFounder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it?\n\nWhen we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?”\n\nWhat kind of work lit us up?\n\nWhere did we consistently find flow?\n\nWhat conversations did we never get tired of?\n\nWhat problems did we solve with the most insight?\n\nThe more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became:\n\nOur passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value.\n\nOnce we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned.\n\nIf you want to find your next growth curve, follow the energy.\n\nNot just the market’s energy. 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Perhaps a Venn diagram will help:","absoluteBoundingBox":{"x":63250.0,"y":2332.0,"width":576.0,"height":48.0},"isolatedAbsoluteRenderBounds":{"x":63250.609375,"y":2338.32006835938,"width":558.34375,"height":39.248046875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,1560.0]],"size":{"x":576.0,"y":48.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Let’s think about the core attribute for each of these archetypes. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":63250.0,"y":3526.0,"width":576.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":63250.22265625,"y":3532.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,2674.0]],"size":{"x":576.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. 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Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes.\n\nManual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers?\n\nOur customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required.\n\nInstead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence.\n\nConfidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted.\n\nThat insight became the foundation of a sharper promise: Confidence behind every cell.\n\nAnd a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need.\n\nNeither statement explains how Dodeca works.\n\nBoth help the right buyer understand why it matters.\n\nThat's the difference between describing a product and communicating its 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Dodeca's business had historically been closely associated with Oracle Essbase. That heritage provided credibility within its established market, but it also created a limiting perception: Dodeca was principally a solution for organizations already invested in that technology. If the company wanted to reach a broader market, it needed more than a broader message. Working with Dodeca's leadership, we helped shape a cloud-based managed service offering built around its existing on-premises solution. This created another way for customers to access Dodeca's capabilities and supported expansion beyond its traditional Oracle-centered market. More importantly, it connected three strategic decisions: whom to pursue, what value to offer them, and how to deliver it. Sometimes the value your best buyers want is already present in your product, waiting to be expressed more clearly. Other times, understanding those buyers reveals an opportunity to reshape the offer itself. 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every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":63202.0,"y":772.0,"width":608.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":63202.0,"y":772.0,"width":608.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. 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Finance leaders cared about the reliability, efficiency, and integrity of the financial processes those capabilities supported.\n\nThat distinction changed how we thought about Dodeca's ideal customer.\nWe weren't abandoning the technical audience. 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 Individually, each can slow a sale. Together, they can keep the right buyers from recognizing that you have something valuable to offer. Applied OLAP had elements of all three. But changing its name wouldn't solve the underlying problem. First, we needed to understand where its greatest value actually lived.","absoluteBoundingBox":{"x":63234.0,"y":1603.0,"width":608.0,"height":480.0},"isolatedAbsoluteRenderBounds":{"x":63234.19140625,"y":1609.33605957031,"width":601.38671875,"height":471.232055664062},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":480.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12],"characters":"Every B2B technology company has a story it tells about itself. Over time, that story becomes so familiar internally that it's easy to forget how much work an unfamiliar buyer must do to understand it.\n\nThat work is friction. It often appears in three forms:\n\nMarket friction. You're speaking to one audience while the greatest opportunity lies with another.\nValue friction. You're explaining what your product does without making clear why it matters.\nBrand friction. Your identity makes buyers work harder to recognize or remember you.
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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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teams have a complicated relationship with Excel. 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teams have a complicated relationship with Excel.\n\nThey love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes.\n\nManual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers?\n\nOur customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required.\n\nInstead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence.\n\nConfidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted.\n\nThat insight became the foundation of a sharper promise: Confidence behind every cell.\n\nAnd a more immediately recognizable expression of the offer: Keep the spreadsheets you love. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":62158.0,"y":3574.0,"width":552.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":62158.22265625,"y":3580.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2722.0]],"size":{"x":552.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid 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You know, the value you want your customers to rely upon you bringing them every time? If you don’t or it’s not clear, perhaps, as I wrote about before, Maslow can help. But only so far. Maslow’s hierarchy of needs is generalized to humanity at large and we all know that people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult.  Water it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience. Fortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services. Their extensive research revealed that there are seven different ways people think about the purchasing process. 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Maslow’s hierarchy of needs is generalized to humanity at large and we all know that people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult. \n\nWater it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience.\n\nFortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services.\n\nTheir extensive research revealed that there are seven different ways people think about the purchasing process. 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It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most.\n\nWe didn’t just teach the framework.\n\nWe lived it.\n\nAnd in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb.\n\nIf you want to be a better dog in your own market, eat your own dogfood.\n\nNot because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next.\n\nWe did. 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Its flagship product, Dodeca, was proven enterprise software used by major organizations, including Nestle, Kroger, HBO, Mastercard, and Wells Fargo. Customers depended on it for critical financial reporting and analysis. The company had spent years building deep technical expertise and a loyal customer base. But growth was proving difficult. The company had built its reputation serving organizations using Oracle Essbase. Its sales efforts were largely focused on existing customers and established relationships. Reaching new buyers, particularly outside its traditional market, was a different challenge. And the company's story wasn't helping. Applied OLAP was a name that made perfect sense to the engineers who built the technology. OLAP stands for online analytical processing, the technology at the heart of the company's original offering. But the finance executives the company needed to reach weren't shopping for online analytical processing. They wanted more reliable, efficient, and trustworthy financial processes. The company's message explained what its technology could do. It was much less clear about why its best buyers should care. When Dodeca's leadership came to Coefficient, they weren't looking for a new name. They wanted to grow. The name change came later. 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The company had spent years building deep technical expertise and a loyal customer base.\n\nBut growth was proving difficult.\n\nThe company had built its reputation serving organizations using Oracle Essbase. Its sales efforts were largely focused on existing customers and established relationships. Reaching new buyers, particularly outside its traditional market, was a different challenge.\n\nAnd the company's story wasn't helping.\n\nApplied OLAP was a name that made perfect sense to the engineers who built the technology. OLAP stands for online analytical processing, the technology at the heart of the company's original offering.\n\nBut the finance executives the company needed to reach weren't shopping for online analytical processing. They wanted more reliable, efficient, and trustworthy financial processes.\n\nThe company's message explained what its technology could do. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus.\n\nThis is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives.\n\nDoes it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind?\n\nThat’s the mobilizer test. You might as well be asking these questions about your brand promise. 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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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Can I lead a team toward it?\n\nWhen we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?”\n\nWhat kind of work lit us up?\n\nWhere did we consistently find flow?\n\nWhat conversations did we never get tired of?\n\nWhat problems did we solve with the most insight?\n\nThe more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became:\n\nOur passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value.\n\nOnce we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned.\n\nIf you want to find your next growth curve, follow the energy.\n\nNot just the market’s energy. 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Skeptic Lens: Protection The Skeptic Core Question: Are there sufficient proofs that the promise is attainable? It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":61858.0,"y":852.0,"width":608.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":61858.0,"y":852.0,"width":608.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. 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That’s because anyone who wants to advance change in an organization is likely to be one of these types of people.\n\nAnd your brand promise needs to appeal to them.\n\nWhich begs the question, How do I know if it does?","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2540:7490":{"type":"FRAME","id":"2540:7490","name":"Content","absoluteBoundingBox":{"x":64368.0,"y":6029.5,"width":657.0,"height":16.0},"isolatedAbsoluteRenderBounds":{"x":64368.0,"y":6029.5,"width":657.0,"height":16.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":657.0,"y":16.0},"fills":[],"strokeAlign":"INSIDE","layoutGrow":1.0,"strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["2540:7491","2540:7492"]},"2540:5253":{"type":"TEXT","id":"2540:5253","name":"For years, marketers have repeated the line: “There are riches in the niches.” It’s a cliché for a reason. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus.\n\nThis is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives.\n\nDoes it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind?\n\nThat’s the mobilizer test. You might as well be asking these questions about your brand promise. Your prospects do.","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"13":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"3":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2540:5079":{"type":"FRAME","id":"2540:5079","name":"Frame 182","absoluteBoundingBox":{"x":62158.0,"y":2948.0,"width":552.0,"height":1128.0},"isolatedAbsoluteRenderBounds":{"x":62158.0,"y":2948.0,"width":552.0,"height":1128.0},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2096.0]],"size":{"x":552.0,"y":1128.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["2540:5080","2540:5082"]},"2576:9229":{"type":"TEXT","id":"2576:9229","name":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. 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Both market energy and your own.","absoluteBoundingBox":{"x":62158.0,"y":2948.0,"width":552.0,"height":48.0},"isolatedAbsoluteRenderBounds":{"x":62162.6171875,"y":2954.09594726562,"width":518.90625,"height":39.744140625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":48.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The best path to growth is to follow the energy. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model. In retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms. Today, we’re announcing something new—though “new” might not be quite the right word. Coefficient Agency is now simply Coefficient: the value design firm. You’ll find us now at coefficient.xyz.  This is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best. It is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve. But in doing this work for others, we eventually realized we needed to eat our own dogfood. And so we did. Rather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls. Looking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. And in that process, we learned three lessons worth sharing. 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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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does this apply to me? 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This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. 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OLAP had a problem many B2B technology companies would envy. Its flagship product, Dodeca, was proven enterprise software used by major organizations, including Nestle, Kroger, HBO, Mastercard, and Wells Fargo. Customers depended on it for critical financial reporting and analysis. The company had spent years building deep technical expertise and a loyal customer base. But growth was proving difficult. The company had built its reputation serving organizations using Oracle Essbase. Its sales efforts were largely focused on existing customers and established relationships. Reaching new buyers, particularly outside its traditional market, was a different challenge. And the company's story wasn't helping. Applied OLAP was a name that made perfect sense to the engineers who built the technology. OLAP stands for online analytical processing, the technology at the heart of the company's original offering. But the finance executives the company needed to reach weren't shopping for online analytical processing. They wanted more reliable, efficient, and trustworthy financial processes. The company's message explained what its technology could do. It was much less clear about why its best buyers should care. When Dodeca's leadership came to Coefficient, they weren't looking for a new name. They wanted to grow. The name change came later. 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 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name. But the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes. If you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. We'll take a look at how your value comes across today and share what we find, whether you choose to work with us or not.","absoluteBoundingBox":{"x":61954.0,"y":4440.0,"width":608.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":61954.0,"y":4440.0,"width":608.0,"height":768.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,16,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17,17],"characters":"Not every company needs a new name. But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies.\n\nThree questions are worth asking:
\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
Sometimes the result is a new value proposition. Sometimes it's a different offer or a more focused market strategy. And sometimes, as with Dodeca, it leads to a new company name.\n\nBut the objective is always the same: make it easier for your best buyers to recognize the value you can deliver and say yes.\n\nIf you're wondering whether your name, your message, or your offer is creating friction for your best buyers, book a strategy call with us. 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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
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But nearly every growing B2B technology company should periodically question whether its market-facing story still reflects where its greatest value lies. Three questions are worth asking:
 Are we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology? Are we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy. What makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited? 
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated. 
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\nAre we speaking to the buyers who value us most? Or are we still telling our story to the audience that first embraced our technology?\nAre we communicating what our customers value, or simply explaining what our product does? There's a difference between understanding a capability and recognizing a reason to buy.\nWhat makes it harder than necessary for our best buyers to recognize our value? Our name? Our message? Our offer? Or assumptions about the market that we haven't revisited?\n
These questions are at the heart of our Dynamic Value Design™ approach. We help B2B technology companies select the customers who value them most, shape their offer around what those customers care about, and sharpen how that value is communicated.\n
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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model. In retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms. Today, we’re announcing something new—though “new” might not be quite the right word. Coefficient Agency is now simply Coefficient: the value design firm. You’ll find us now at coefficient.xyz.  This is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best. 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changing the message was only part of the opportunity. Dodeca's business had historically been closely associated with Oracle Essbase. That heritage provided credibility within its established market, but it also created a limiting perception: Dodeca was principally a solution for organizations already invested in that technology. If the company wanted to reach a broader market, it needed more than a broader message. Working with Dodeca's leadership, we helped shape a cloud-based managed service offering built around its existing on-premises solution. This created another way for customers to access Dodeca's capabilities and supported expansion beyond its traditional Oracle-centered market. More importantly, it connected three strategic decisions: whom to pursue, what value to offer them, and how to deliver it. Sometimes the value your best buyers want is already present in your product, waiting to be expressed more clearly. Other times, understanding those buyers reveals an opportunity to reshape the offer itself. 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Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. 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They love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes. Manual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers? Our customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required. Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. That's the difference between describing a product and communicating its value.","absoluteBoundingBox":{"x":62158.0,"y":3344.0,"width":552.0,"height":936.0},"isolatedAbsoluteRenderBounds":{"x":62158.14453125,"y":3350.3359375,"width":548.1484375,"height":899.85595703125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":936.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,13,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13,13],"characters":"Finance teams have a complicated relationship with Excel.\n\nThey love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes.\n\nManual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers?\n\nOur customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required.\n\nInstead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence.\n\nConfidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted.\n\nThat insight became the foundation of a sharper promise: Confidence behind every cell.\n\nAnd a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need.\n\nNeither statement explains how Dodeca works.\n\nBoth help the right buyer understand why it matters.\n\nThat's the difference between describing a product and communicating its value.\n","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"13":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"14":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"15":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"16":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"17":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"18":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"19":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"20":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"21":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"13":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Italic","fontStyle":"Italic","italic":true,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","isOverrideOverTextStyle":true,"semanticItalic":"ITALIC","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2540:6500":{"type":"FRAME","id":"2540:6500","name":"Component 11","absoluteBoundingBox":{"x":63502.0,"y":1289.0,"width":406.0,"height":22.0},"isolatedAbsoluteRenderBounds":{"x":63502.0,"y":1289.0,"width":406.0,"height":22.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":406.0,"y":22.0},"fills":[],"visible":false,"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":8.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2540:6501","2540:6502"]},"2575:6369":{"type":"TEXT","id":"2575:6369","name":"One of our first discoveries was how little the company knew about the people who ultimately benefited from its software. That may sound surprising for a business with longstanding enterprise customers. But most of its relationships were with technical specialists who administered the systems, understood the architecture, and appreciated Dodeca's capabilities. The company knew its technology users extraordinarily well. It knew much less about the finance executives who depended on the results. And those executives represented an important growth opportunity. The old website described Dodeca as \"EPM Applications Tailored To Fit Your Business,\" emphasizing its flexibility to build Essbase and spreadsheet-centric applications. Accurate? Absolutely. Compelling to a FP&A executive responsible for delivering an accurate forecast to the CFO? Not particularly. Through customer interviews, we began to see the difference between what technical users appreciated and what finance leaders valued. Technical specialists valued the platform's capabilities. Finance leaders cared about the reliability, efficiency, and integrity of the financial processes those capabilities supported. That distinction changed how we thought about Dodeca's ideal customer. We weren't abandoning the technical audience. Their expertise remained essential to evaluating and implementing the software. But the people who understood the technology best weren't necessarily the people with the most compelling reason to buy it. 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They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts. But that’s where their similarities end. They may push for change but think about it from entirely different perspectives. 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They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts.\n\nBut that’s where their similarities end. 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OLAP had a problem many B2B technology companies would envy. Its flagship product, Dodeca, was proven enterprise software used by major organizations, including Nestle, Kroger, HBO, Mastercard, and Wells Fargo. Customers depended on it for critical financial reporting and analysis. The company had spent years building deep technical expertise and a loyal customer base. But growth was proving difficult. The company had built its reputation serving organizations using Oracle Essbase. Its sales efforts were largely focused on existing customers and established relationships. Reaching new buyers, particularly outside its traditional market, was a different challenge. And the company's story wasn't helping. Applied OLAP was a name that made perfect sense to the engineers who built the technology. OLAP stands for online analytical processing, the technology at the heart of the company's original offering. But the finance executives the company needed to reach weren't shopping for online analytical processing. They wanted more reliable, efficient, and trustworthy financial processes. The company's message explained what its technology could do. It was much less clear about why its best buyers should care. When Dodeca's leadership came to Coefficient, they weren't looking for a new name. They wanted to grow. The name change came later. And that's what makes this story interesting.","absoluteBoundingBox":{"x":64066.0,"y":1065.0,"width":608.0,"height":744.0},"isolatedAbsoluteRenderBounds":{"x":64066.14453125,"y":1071.33605957031,"width":600.64453125,"height":711.23193359375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":744.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Applied OLAP had a problem many B2B technology companies would envy.\n\nIts flagship product, Dodeca, was proven enterprise software used by major organizations, including Nestle, Kroger, HBO, Mastercard, and Wells Fargo. Customers depended on it for critical financial reporting and analysis. The company had spent years building deep technical expertise and a loyal customer base.\n\nBut growth was proving difficult.\n\nThe company had built its reputation serving organizations using Oracle Essbase. Its sales efforts were largely focused on existing customers and established relationships. Reaching new buyers, particularly outside its traditional market, was a different challenge.\n\nAnd the company's story wasn't helping.\n\nApplied OLAP was a name that made perfect sense to the engineers who built the technology. OLAP stands for online analytical processing, the technology at the heart of the company's original offering.\n\nBut the finance executives the company needed to reach weren't shopping for online analytical processing. They wanted more reliable, efficient, and trustworthy financial processes.\n\nThe company's message explained what its technology could do. 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They love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes. Manual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers? Our customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required. Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. 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Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes.\n\nManual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers?\n\nOur customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":61906.0,"y":3347.0,"width":576.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":61906.22265625,"y":3353.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,2674.0]],"size":{"x":576.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"3":{"styleIdForText":"StyleId:2008:8208","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2575:7150":{"type":"TEXT","id":"2575:7150","name":"Finance teams have a complicated relationship with Excel. They love its familiarity, flexibility, and freedom. Spreadsheets let them work the way they want, analyze what they need, and respond quickly to changing demands. But those same qualities create problems when spreadsheets become the backbone of enterprise financial processes. Manual data transfers. Multiple workbook versions. Broken formulas. Inconsistent reports. Hours spent checking numbers instead of interpreting them. And hanging over it all is a question that matters enormously to a finance leader: Can I trust these numbers? Our customer conversations helped reveal a more compelling way to express Dodeca's value. The product wasn't simply a flexible platform for building financial applications. It helped organizations preserve the spreadsheet experience their teams valued while introducing the control and reliability their financial processes required. Instead of asking buyers to appreciate its technical capabilities, Dodeca could connect those capabilities to an outcome finance leaders were already responsible for delivering: confidence. Confidence that the numbers were right. Confidence that financial processes were under control. Confidence that reports going to the CFO or board could be trusted. That insight became the foundation of a sharper promise: Confidence behind every cell. And a more immediately recognizable expression of the offer: Keep the spreadsheets you love. Gain the control you need. Neither statement explains how Dodeca works. Both help the right buyer understand why it matters. That's the difference between describing a product and communicating its 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teams have a complicated relationship with Excel.\n\nThey love its familiarity, flexibility, and freedom. 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