In 2009, we brought you the Break Free campaign and introduced you to DynTini networking events. In 2010, we shouted “DNS is Sexy” from the rooftops. Now, we’re “Taking it to the Streets” and taking our users and customers with us. This is not a campaign to sell a product or to sell our brand. It’s a campaign to sell an evolving culture and an approach to the real world that you don’t see everyday. We’re a growing company, looking to attract top talent and bring relevance to our business and an industry long hidden behind the curtain.
Finding different and better ways to do things, powered by our customers and their thoughts, problems and ideas. We have the ability to innovate and change the game, not only in the Managed DNS space but also in the way Internet infrastructure companies operate. We provide rock solid infrastructure with a personal touch. We build trust from the word “hello” and there are many times where we choose between culture, profit, growth and lifestyle. It’s that struggle that we want to capture and understand from other companies and how they deal with these challenges.
We understand that there is a fine line between being creative and cool versus being pompous and exuberant. These efforts are meant to be viral, organic and unique. If we didn’t do these things at the end of the day, we’d simply be lost in the clutter. We don’t have multi-million dollar budgets, so we have foot soldiers, guerrilla marketers, a street team and customer advocates helping our very grassroots approach elevate all that we do. The grass truly is always greener. It’s how we can stay focused on our core offerings and how we keep our commitment to engineering excellence. People buy in.
We are constantly being asked how we are able to operate with such edginess in all that we do. There are our DynTinis, interesting and random schwag, social media investment, campaigns like DNS is Sexy and Break Free, our videos on YouTube, a totally personable approach to selling and support and our 100% accessible, honest and transparent disposition from across the board. See our Taking To The Streets mash-up of all the videos we’ve done on our travels!
We soon realized we were always answering and explaining our mantra and attitude over and over, so we’re taking it to the streets to share our ways, learn from others and continue to grow upon a company foundation forever based on doing things the right way.
What makes Dyn Dyn?
- Self-funded, bootstrapped, profitable
- NH Motto: Live Free or Die. New Hampshire advantage.
- Owner-Run: CEO and CTO are our Board of Directors
- Hard work. Strength-based hiring & focus. Proven results.
- Organic, guerrilla, viral. Small budgets make you smarter.
- Customer and relationship centric. Lock arms.
- Long-term mindset. Not chasing short term buck.
Common Question A: You don’t see other companies doing any of this. Surely, it doesn’t work.
Life, at the end of the day, is all about being comfortable in your own skin. Doing things the way you think is right, not what others think is right. This is right for us as an organization, but it might not be for your business. We continue to test the approach every single day. Do we sometimes mess up? Sure, but it’s about learning and improving and not making the same mistake twice. We’re real with ourselves and can confidently say it’s working to grow our business, hand over fist.
Common Question B : Seems like the DynTini’s and some of the other Dyn efforts are just a big waste. How can it be a justified expense?
Pretty simple. None of the singular activities or tactics we do are random acts or ideas. It’s all a part of a grander positioning strategy based around thinking bigger than us. We’re trying to bring DNS mainstream. You can’t do that by copying what others have done in the past. You need to blaze a trail. Secondly, this stuff isn’t expensive. HD flips and bar tabs have far greater bang for the buck than print ads and billboards.
Kyle York is Dyn’s Chief Strategy Officer and has led the corporate growth, branding, communications, demand generation, positioning, business development and overall go-to-market strategy behind Dyn’s rapid and aggressive scaling since 2008. Outside of Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups. Follow Kyle on Twitter: @kyork20 and @Dyn.