1. Big journeys begin
with small steps

2. Enabling our customers to feel SAFE
RDB Concepts is an agile,
flexible and forward thinking
business that has been built
on strong corporate principles,
processes and disciplines.
Delivering high quality and cost
effective infrastructure support,
specialising in database
solutions. We work with our
partners and customers, not
just for them.
Who We Are

3. Introduction
This book has been produced for each
member of our team, our present partners,
customers and suppliers and anyone that
has been involved with our journey.
This is much more than a brand. It is
about how we look, how we feel and how
we operate. It is how we work with our
customers, partners and suppliers and what
sets us apart from our competitors.
To all RDB Concepts’ employees,
partners and customers who have
contributed to the progress we have
made on our journey so far.
Thank you all for sharing our values
of honesty, trust and integrity. Your
commitment and continued support
enables RDB Concepts to work with
our customers not just for them.
Thank you

4. Let’s begin our journey
From an early age I have always asked why.
› Why do we do that?
Luckily I married a woman who has always
questioned how.
› How do we do that?
Sue and I met whilst working for a company with an
amazing team atmosphere. It was not the product
of the company or the delivery mechanism that
excited us but the camaraderie that existed. We
were inspired by the culture.
As our lives changed, we decided to move on and
found ourselves on two very similar career journeys
that would bring us both to the same decision.
Our Vision

5. Phill’s Journey
I worked for a number of companies in
the years following and never found the
same team culture.
I made decisions to leave companies
based on the culture not meeting
my now impossible standards.
The atmosphere in a place of work
became very important to me.
I was astounded at how some of the
companies operated. I found myself
working for a company where values
and common decency did not exist.
I was conflicted, I could no longer
tolerate going to work, but did not
want to let my colleagues down.
Sue finally intervened and forced me
to see how working for such a
company was affecting me.
Sue’s Journey
I worked for some large organisations both
before Phill and I met and after.
During that time, I learnt a lot about
the differences between American and
UK business culture. Dealing with UK
based organisations, I often felt like a
voice in the dark. There was so much
time and money wasted pointing
fingers and not taking accountability
that I often felt as though I only ever
achieved something when dealing
with the far more customer service
focused American businesses.
I struggled to understand how
companies could function where trust
and care did not exist between staff
and customers.
Our Vision (continued)

6. It was our experiences in these roles that
drove us to set up our own company.
“For RDB Concepts to achieve its goals; all of the people
involved with it have to reflect our values.
These values cannot simply be put in place when we
reach the finish line. There is, and will be, no room for
compromise.”
Phill Evans, CEO RDB Concepts
If all we managed was to provide a
rich environment for our team to
work in and a genuine feeling of
positive achievement then we
would be satisfied.
We are where we are today
because we understood from an
early stage what we wanted our
company to be, and from
experience, what we didn’t want it
to become. We created a dream
based on where we wanted to be
in the year 2020. We called this our
20/20 Vision.
Of course, we made mistakes, but
we didn’t hide from them. We
acknowledged them, learnt from
them and ensured they were not
repeated.
Our values and beliefs are so
important to us that if RDB
Concepts had not adopted them,
and followed them the company
would no longer exist. At no point
on our journey was there a half way
solution. We were very clear in our
vision of the company.
Our Vision (continued)

7. It is now January 2020 and RDB Concepts is
a leading player in the global infrastructure
support arena. Our name is synonymous with
quality and trust.
We are supporting some of the largest
companies in their field, all of whom
would happily testify to the high
standards of our services.
Our perfect customer is one that:
› understands the importance of the
services we deliver
› takes accountability for the way they
use the systems that we support
› understands that for us to be part of
their team a strong partnership
based on trust must exist.
Although we take responsibility for our
customers systems, ownership still
resides with the customer. All of our
customers share our key values of
integrity and honesty which improves
communication and strengthens the
bonds and trust that exist.
Our customers approach us for advice
and involve us in all decisions
pertinent to the services we provide.
We frequently receive praise from our
customers.
Our professionalism has enabled our
customers to make objective
decisions, which in turn have enabled
their businesses to grow. Above all
our customers feel cared for.
We now have franchises running in
Boston (US) and Europe all of which
have adopted the same principles that
were set out in the beginning.
Every location strives to provide the
best quality of services to their
customer base whilst all the time
looking at ways to improve both
services to the customers and internal
processes within the company.
Our Vision (continued)

8. With over 50 employees in 3 regions,
our team of outstanding individuals
form the back bone of who we are.
We are proud to employ such a highly
skilled group of people who are
encouraged to contribute to the
betterment of the company at every
opportunity.
All of our offices are based on the
same design. Inwardly presenting a
RICH (Reliability, Integrity, Caring and
Honesty) environment for our
employees to work in. This creates an
inviting and fun environment that
motivates. Whist at the same time
making our customers and partners
feel SAFE (Secure, Assured, Focused
and Engaged). A sense of belonging
to something bigger is always present.
RDB Concepts is no longer the small
IT infrastructure company that it
initially started life as. With a turnover
of £10m the company has grown
significantly. This turnover comes from
a 75/25 split of support services and
consultancy.
None of this would have been
possible if the roots had not been
strong. The values on which the
company was based are still strong
and are emphasised in everything we
do. Together we were able to build
something that we are both truly
proud of.
Our Vision (continued)
All we ask of our employees is that they evaluate
everything that they do against the company vision
and the company values.
Our Vision (continued)
Is what I’m doing right now,
moving us towards or further
away from our company vision?
Is the choice I’m about to make
in line with our company values?
WHY are we doing it this way?
HOW can we can do it better?

9. Integrity is one of our
fundamental values and is
present in every person within
the team. It is the core value of
our CEO and founder. Every
person within RDB Concepts
demonstrates sound moral
and ethical principles at work.
A person who has integrity lives
his or her values in relationships
with co-workers, customers,
and partners.
Our reliability enables our
customers to be more productive.
Reliability helps our customers to
build their trust in our solutions.
Trust is confidence in the
honesty or integrity of a person.
Our customers place their trust in
RDB Concepts every day. This
belief in our abilities to deliver the
best solution has to be earned.
Trust is a privilege that we earn.
Trust cannot be expected, trust
is a gift.
Honesty and trust are central
to integrity. The relationships
RDB Concepts builds with its
customers and partners are built
on trust and honesty at all times.
Being RDB Concepts
Every member of the team
demonstrates accountability
when working on our customers
systems. This demonstrates
ownership and commitment to
our customers.
RDB Concepts promotes
an environment where its
employees accept responsibility
for their core systems. This
personal involvement increases
the business knowledge within
our team and helps to promote
the relationships with our
customers.
We care about our customers.
By understanding our customers
better we can provide the level of
service that they need to enable
them to focus on their business.
Every member of the team is
focused on delivering the best
service to our customers. This
focus can be seen every day in
how issues are investigated and
resolved.
RDB Concepts engages with its
customers. Working with our
customers not just for them.

10. Our values
Understanding your values brings clarity and
focus to everything that you do. This clarity drives
decisions that you make and directions that you
may take throughout your life.
Our values act as a compass helping us to stay
on course every day.
Integrity
Trust
Honesty
Responsibility
Caring
Accountability
Reliability
Focused
Engaged

11. Reliability
Integrity
Caring
Honesty We believe that these 4 simple
words truly define who we are.
You will witness these values
every time you communicate or
transact with RDB Concepts.
Our core values

12. External Brand Commitment
“Our customers are assured and have a sense of
security in the knowledge that RDB Concepts are
focussed and engaged on their systems. We enable
our customers to feel SAFE”
Internal Brand Commitment
“Our team feel inspired to share our commitment
towards our vision and that they are part of something
bigger. By being an important part of a company
whose core values are reliability, integrity, caring and
honesty our team can help us to be different.”
Brand Commitments
Working with our customers not just for them

13. Enabling our customers
to feel SAFE
We are RDB Concepts
Our values are an inherent
part of who we are.
Subscribing to them on a daily basis
shows our commitment not only to
our customers, but each other too.
SECURE
ASSURED
FOCUSED
ENGAGED
External message
RELIABILITY
NTEGRITY
CARING
HONESTY
We are RICH
We are RDB Concepts
Our values are an inherent
part of who we are.
Subscribing to them on a daily basis
shows our commitment not only to
our customers, but each other too.
Internal message

14. "Prior to joining RDB Concepts
I have worked, throughout my
career, in strong disciplined
corporate environments.
It has been a pleasure to move
to a company that not only
retains these virtues but also
displays a strong moralistic
approach in every aspect of
the business.
The dedication, commitment,
customer focus and comradery
shown within the team never
ceases to fill me with a sense
of pride. It is an absolute
privilege to lead such a
talented group of individuals,
who are all eager to learn and
work to improve the service
delivery to our clients.
We are at the start of a very
exciting journey and by
working together we will be
able to achieve our 20/20
vision, to the betterment of
ourselves, our business and,
most importantly our clients."
Lee Middleton
Chief Technology Officer
A message from

15. www.rdb-concepts.com