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50 Most Admired Companies of the Year 2020

By devising winning strategies, DefinedLogic helps clients transform their business in the digital landscape


For a company to be successful, it must be agile in the market, along with that online presence also plays an important role in development. The physical presence of a business cannot be everywhere, and all the time, so the digital presence helps them reach potential customers. Having a digital presence will help you establish an authority in your industry. We live in a world that is encompassed with technology, and everything is digital. If you still haven’t joined the digital bandwagon yet, you might be missing out on the major perks of going digital. You must change your business strategy and get your product up and running in the digital foray. Deliver the brand message you want to reel in the kind of customers you want to.

A solid digital presence helps you with all of this, and a firm called Defined Logic is helping businesses establish a stronghold in the market. DefinedLogic is a digital product agency that provides services that cover the gamut of client needs, including digital strategy, branding and identity definition, creative and experience design, website and application development, and analytics and marketing performance management. Since its inception in 2002, DefinedLogic has helped brands embrace new technology to give them competitive advantage by combining strategy, design, and technology, creating useful, enjoyable, and valuable digital products. It specializes in helping clients overcome barriers to innovation.

Defined Logic was founded in 2002 and it is based in Red Bank, New Jersey.

In conversation with Mike Simon, CEO of DefinedLogic

Q. Do you think the responsibility of innovation is of one functional group, like R&D or product development?

No, we challenge every competency and practice in our company to innovate. For us, that means being students of our trades, being vocal members of competency organizations. Every group at DefinedLogic is developing frameworks that sales can explain and demonstrate and that delivery organizations can scale from.  This orientation spreads the culture of innovation across the entire organization and ensures that innovative ideas are truly implementable.

Q. For a company to bring innovation to its culture, its employees must think like innovators, employees need to feel they have a decent outlet for sharing their observations and ideas. Does DefinedLogic reflect this view?

I agree wholeheartedly with the idea of employees as innovators. Putting this into practice is what makes the culture real. We think about culture as “predictable behavioral responses,” meaning, does every aspect of our company naturally live the innovation culture without “management” having to force and reinforce it?  Our approach is working well.

Q. Many organizations risk complacency once their current product offerings have reached success. They deny investing further. Do you think such a move can hinder the pace of innovation?

Absolutely! If you’re not continually innovating, you’re falling behind others who are. We do “retros” on every project. We study best practices and tools by competency. We improve and innovate with each and every project we do.

Q. To enable continuous innovation, operations of a business should be flawless and streamlined. Do you help companies patch their internal inefficiencies?

We do. We have a Product Innovation Framework that is informed by Scaled Agile but with pragmatic tools to ease implementation. We help customers implement processes, forums, and tools for ideation, intake management, elaboration, story development, stage-gate management, deliverable templates, and organization through roles and responsibilities. The goal is to recognize that many parts of an organization represent digital ecosystems, and good processes, tools, and forums can help them work seamlessly.

Q. How do you help your clients serve the ever-changing needs of digital transformation?

We focus first and foremost on “purpose.” We determine what customers are looking to achieve and how can we help them mold their digital strategies to achieve those purposes. That sounds obvious, but it is surprising how many customers don’t have strategies that trace back to an underlying purpose. As such, they end up spending lots of money on campaigns and digital assets, but without the confidence that there is a positive ROI around those investments. As such, “transformation” is not an event; it’s an ongoing effort of alignment to the strategic purpose.

Q. How do you measure whether an organization is tapping the right opportunity? How do you make sure that your clients are increasing their success rate?

By being laser-focused on “purpose” and measurable objectives, we help customers drive discipline around continual alignment. This includes measuring everything and being able to pivot as needed to respond to marketing opportunities and challenges.

Q. What are your future plans for the growth of your company?

We are a 50 person company today and have plans to double our size over the next 12 months. That growth will provide the density we need to diversify our competency leadership and to provide growth opportunities for the next “generation” of “DLers.” We will facilitate our growth through platform partnerships, including Salesforce, SiteCore, and Adobe.

Meet the leader behind the success of DefinedLogic

Mike Simon is the CEO of DefinedLogic. He has owned and operated multiple software and consulting businesses over his 35 year career.  Mike purchased DefinedLogic in 2020 to help his talented team pivot the company solidly in the direction of a Digital Product Agency.

“From concept to architecture to launch, we have the expertise and dedicated teams to deliver projects smarter, better & faster.”