Staying Ahead of the Curve

By every standard measurement of business success, Decipher has excelled over the last several years.

It wasn’t an easy road. My partners launched the firm in San Francisco in 2000 during the height of the “dot com” boom, only to nearly go under during the crash a few years later when several of their large technology clients went belly up. They didn’t give up.

After firing nearly all their staff, they relocated to Fresno and rebooted the company. I was fortunate to join the firm after (what I hope was) its darkest hour, but not without significant challenges.

When I came on in 2007, there were some tough questions to answer. How do we differentiate ourselves in a cluttered and commoditized marketplace? How do we inspire brands to ultimately engage with us not as a vendor but as a trusted partner? How do we innovate, and create a culture that cultivates and rewards innovation, while consistently delivering against our core product offering?

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