This guide provides specific terminology to present ourselves as a sophisticated, AI-first consulting firm. Never use language that miscategorizes us as a commodity services provider.
SquareShift is an AI-native technology consulting firm helping ambitious enterprises lead confidently into the AI-powered future. We combine deep technical expertise with strategic insight to deliver thoughtfully engineered solutions that drive measurable business impact.
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| Services company | Consulting firm / Technology consultancy | Outsourcing partner | Strategic technology partner |
| Offshore team | Globally distributed expertise | IT vendor | Technology innovation partner |
| Back-office support | Enterprise technology transformation | Service provider | Solutions architect |
| Manpower provider | Expertise-driven consultancy | Staffing company | Specialized engineering firm |
| Low-cost alternative | Value-focused technology partner | Execution-focused | Outcomes-focused |
| Extra hands | Extended engineering capability | Offshore development center (ODC) | Global delivery center of excellence |
| Hourly billing | Value-based engagement | Staff augmentation | Strategic talent extension |
| Body shopping | Expertise augmentation | Cheap option | Cost-effective innovation partner |
| Coding services | Engineering excellence | Implementation services | Solution implementation |
| IT help | Technology advisory | Technical support | Technical partnership |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| Fixed bid projects | Outcome-based engagements | Time & material | Flexible engagement model |
| Resource allocation | Talent orchestration | Software development | Product engineering / Solution development |
| Custom coding | Tailored solution engineering | Requirements fulfillment | Business outcome realization |
| Project delivery | Solution delivery / Transformation delivery | Ticket resolution | Challenge resolution / Problem solving |
| Maintenance work | Continuous evolution / Product stewardship | Support services | Operational excellence services |
| Cost arbitrage | Global talent leverage | Offshoring benefits | Global delivery advantages |
| Hourly rate | Investment framework | Following specifications | Translating vision into reality |
| Requirements gathering | Discovery & opportunity mapping | Client servicing | Client partnership |
| Executing tasks | Delivering outcomes | Scope of work (SOW) | Strategic engagement blueprint |
| Bugs fixing | Quality engineering | Production support | System reliability engineering |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| Resources | Engineers / Consultants / Specialists / Experts | Offshore resources | Global engineering team |
| Junior developers | Early-career engineers | Coders | Software engineers / Developers |
| Tech support | Technical solutions team | Cheap talent | Cost-effective expertise |
| Workers | Engineering professionals | Staff | Team members / Consultants |
| Replaceable resources | Specialized professionals | Assignees | Technology partners |
| Temporary staff | Engagement specialists | Offshore team lead | Delivery leader / Engineering leader |
| Resource manager | Talent orchestrator / Delivery manager | Fresher | Associate engineer |
| Cheap labor | Global engineering talent | Backfill | Capability reinforcement |
| QA tester | Quality assurance engineer | Onsite coordinator | Client engagement leader |
| Ticket resolver | Solution specialist | Manpower | Professional expertise |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| IT services | Technology consulting / Digital transformation | Website development | Digital experience engineering |
| App development | Application engineering / Product development | Coding | Software engineering / Solution development |
| Technical work | Engineering excellence | Basic AI | Advanced AI solutions / Generative AI engineering |
| Simple automation | Intelligent automation / Process optimization | Data entry | Data operations / Information management |
| Traditional development | Modern engineering practices | Trained in technologies | Deep expertise in technology ecosystems |
| Technology implementation | Technology transformation | Digital services | Digital innovation / Digital strategy |
| Database work | Data engineering / Data architecture | Cloud migration | Cloud modernization / Cloud transformation |
| Conventional development | Engineering discipline | Scripting | Automation engineering |
| Regular testing | Quality engineering / Test automation | Simple analytics | Advanced analytics / Predictive insights |
| Technical maintenance | System reliability engineering | Troubleshooting | Problem resolution / Root cause analysis |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| Serve clients | Partner with clients | Follow instructions | Provide strategic guidance |
| Receive requirements | Collaborate on solutions | Client servicing | Client partnership / Client success |
| Get approvals | Align on strategic direction | Execute client vision | Co-create solutions |
| Do what is asked | Recommend optimal approaches | Working for clients | Working with clients |
| Client is always right | Strategic alignment with client objectives | Taking orders | Consultative problem-solving |
| Meeting expectations | Exceeding expectations | Clarifying requirements | Challenging assumptions |
| Completing assigned work | Driving measurable outcomes | Doing what's asked | Doing what's needed |
| Reactive support | Proactive guidance | Ticket fulfillment | Problem resolution |
| Client satisfaction | Client success / Business impact | Handling client requests | Addressing client challenges |
| Meeting deadlines | Delivering strategic value | Working on client projects | Advancing client initiatives |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| "We are an IT services company based in India." | "We're an AI-first consulting firm helping enterprises lead in the era of intelligent systems." | "We offer low-cost development resources." | "Our globally distributed team of specialists brings deep expertise in AI, cloud, and product engineering." |
| "We provide offshore development at competitive rates." | "We design outcomes-focused solutions that drive measurable business impact." | "We can allocate resources to your project quickly." | "Our consultants bring a unique blend of technical depth and strategic perspective." |
| "We do fixed bid and T&M projects." | "We offer flexible engagement models aligned with your specific business outcomes." |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| "I'll assign some resources to your project." | "I'll orchestrate a specialized team aligned with your objectives." | "Our offshore team will handle the coding." | "Our global engineering team will architect and implement your solution." |
| "We have cheap rates for developers." | "We provide exceptional value through our specialized expertise." | "We can provide junior developers at low cost." | "Our team includes both experienced and early-career engineers who bring diverse perspectives." |
| "Our resources are trained in these technologies." | "Our engineers have deep expertise in these technology ecosystems." |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| "We'll need a detailed scope of work." | "Let's develop a strategic engagement blueprint to capture your objectives." | "We can fix bugs in your application." | "We'll implement a comprehensive quality engineering approach." |
| "Our team will follow your specifications." | "Our team will translate your vision into a technical reality." | "We'll do exactly what you ask." | "We'll provide strategic recommendations based on your objectives." |
| "We need hourly approval for all work." | "We'll establish clear governance to ensure alignment throughout the engagement." |
| Avoid | Prefer | Avoid | Prefer |
|---|---|---|---|
| "We complete projects on time and budget." | "We deliver transformative outcomes through disciplined engineering practices." | "We offer cheap rates compared to US/European companies." | "We provide exceptional value through technical excellence and strategic insight." |
| "We work hard to satisfy client requirements." | "We drive measurable business impact aligned with your strategic objectives." | "We provide dedicated resources." | "We bring dedicated expertise focused on your specific challenges." |
| "We handle the technical work you don't want to do." | "We handle complex technical challenges, allowing your team to focus on core business innovation." |
| Internal Communication | Client Communications | Marketing Materials | Sales Enablement |
|---|---|---|---|
| Ensure this guidance is shared across all client-facing teams. Practice using these terms in internal meetings to build familiarity before client interactions. | Review all standard client communication templates, proposals, and presentation materials to ensure consistency with this positioning language. | Update website copy, case studies, and marketing collateral to reflect this elevated positioning consistently. | Train all sales and business development professionals to use this language effectively in client conversations, proposals, and presentations. |
| Context | Instead of | Context | Use |
|---|---|---|---|
| Initial Client Conversations | "We are an IT services company that provides offshore development at competitive rates. We can allocate resources to your project quickly and offer both fixed bid and T&M models." | Initial Client Conversations | "SquareShift is an AI-first consulting firm helping enterprises lead confidently in the era of intelligent systems. Our team of specialists brings deep expertise in AI, cloud modernization, and product engineering. We offer flexible engagement models designed to deliver measurable business outcomes." |
| Project Discussions | "Once we receive the requirements, we'll assign resources to start coding. Our offshore team will handle development while our onsite coordinator manages communication." | Project Discussions | "Following our discovery phase, we'll orchestrate a specialized team to architect and implement your solution. Our global engineering team will collaborate closely with your stakeholders, led by our client engagement leader who ensures seamless communication and alignment." |
| Value Proposition | "We offer lower rates than US companies with similar quality. Our resources are trained in the latest technologies and can do the work at about 50% of the cost." | Value Proposition | "Our global delivery model combines exceptional engineering talent with strategic insight, providing significant value while maintaining the highest standards of quality. Our specialists bring deep expertise in modern technology ecosystems, ensuring your solutions are built for performance, security, and scalability." |
| Team Expertise | "Our resources have been trained on the latest technologies and can execute your tasks efficiently." | Team Expertise | "Our engineers possess deep expertise in modern technology ecosystems, enabling them to deliver innovative solutions that address your complex business challenges." |
By consistently using the language in this guide, we can ensure SquareShift is perceived as the sophisticated, AI-first consulting firm we truly are, differentiated from commodity service providers and positioned as a strategic partner for enterprises navigating the complexities of modern technology.