The federal government is a dynamic and changing landscape – one that involves national programs, mission-driven agencies, and businesses of all sizes helping move those missions forward. With so much change in motion, OS AI sat down with Krystn Macomber, Founder + CEO of Summit Strategy, to discuss how companies can navigate today’s GovCon landscape with clarity, purpose, and a plan.
Not the Time for ‘We have Always’
With nearly two decades of experience working inside large companies, Krystn is no stranger to the phrase “we’ve always done it this way.” In fact, it was hearing it one too many times that helped inspire the launch of Summit Strategy. “There are better ways of doing things – better ways to look at who you are, how you operate, and how you want to move forward in life and in business. Especially now, the companies that will thrive are the ones that stop waiting and start moving.”
She notes that in a constantly shifting environment, flexibility isn’t an option. There is no one clear path forward, which is exactly why so many firms freeze. “You can’t wait for perfect clarity. Your competitors aren’t.”
An Industry-Wide Pivot
What makes this moment different is that much of the industry is being forced to reevaluate at the same time. Krystn emphasizes that meaningful pivots start with internal clarity. “Know what you’re good at. Know what you care about. Set your sights on a goal and go.”
That may mean ignoring the noise and hype in the market long enough to reset your own priorities. Waiting for certainty isn’t a strategy.
The Move to Refocus
Most companies are shifting their focus to DoD, but Krystn urges caution. “It’s a mistake to view DoD as the only answer. It’s just as risky to go all-in on one agency now as it was before. Diversification matters more than ever.”
She notes the need to take a broader look across the landscape – state and local, civilian, and commercial sectors – and align opportunities with actual capabilities. “Last year was the best time to diversify. Now is the next best time.”
Once you’re clear on who you are and what you want, rebranding or repositioning makes sense. But that only works if it’s part of a bigger plan.
Messaging That Actually Moves
Krystn is quick to point out that surface-level changes – logos, taglines, color palettes – don’t drive growth on their own. “A new website or brand identity won’t make an impact unless it’s tied to a real strategy. Same with a contract vehicle. Getting on a vehicle doesn’t matter if you’re not positioned to win work through it.”
“It’s like securing a contract vehicle without any plan to market or get customers to buy your services through it. It’s a waste of time unless it is part of a bigger plan.”
A Vehicle is Not a Victory
Those following Summit Strategy, or Krystn, may recall recent workshops focused on topics like GSA MAS and OASIS+. This doesn’t mean her team proposes getting on these vehicles is an answer or a way forward for everyone. “We will always do an assessment to be sure a company is pursuing a vehicle for the right reasons, that they are ready and have a strategy to actually win work because otherwise, a contract vehicle is a just an expensive piece of paper.”
Without real infrastructure, capture strategy and someone pushing BD forward – whether internal or outsourced – companies may not see the anticipated success.
Beyond Growth Plans: Contingency Plans
As many companies prepare their FY26 plans, Krystn emphasizes the importance of thinking beyond standard growth goals. “Most plans focus on the best case. But for a lot of companies right now, the worst case already happened. You need to plan for both.”
That means building contingency into strategy: backup paths, diversified pipelines, and more adaptable internal systems.
Built for All Sizes
Summit Strategy works with clients across the spectrum – from small businesses to large firms. Krystn notes that even high-growth companies benefit from an external perspective. “Mid-tiers especially need to evolve their messaging as they shift into more competitive spaces. If you’re no longer a small business, you need to tell a bigger story – why you, not the brand-name incumbents.”
Looking at the Whole Business
Unlike consulting firms that focus solely on proposals or branding, Summit Strategy looks at the full picture – who you are, where you’re headed, and what’s needed to get there.
“That can be messaging, marketing, or brand. It might be BD training. It might be new win systems. It all starts with an assessment and a roadmap.”
And while Summit Strategy embraces technology, Krystn is clear about where AI fits – and where it doesn’t.
“We leverage technology to stay efficient, but the real value still comes from human insight and storytelling. You can’t automate strategy.”
A Government Comprised of People
At the end of the day, Krystn reminds clients that government agencies are made up of real people trying to solve real problems. “The government agencies our clients serve are ultimately made up of people, working to satisfy their bosses, working to take care of their families, of citizens. Especially now, we need to approach our interactions with understanding and empathy, to help them move forward on their missions the best way we can.”
That’s why your value proposition has to be about them – how you help them move faster, smarter, more effectively. That’s what sticks.
Looking Ahead to FY26
With the federal government consolidating procurement through vehicles like MAS and OASIS+, Krystn advises companies to evaluate their positioning now. “Ask yourself what needs to evolve. What gaps do you need to close? What investments will put you ahead when the next wave of buying begins?”
The future may still be uncertain – but one thing is clear: waiting won’t get you where you want to go.
As a business owner herself, Krystn understands the hesitancy of investing during times of uncertainty. “You don’t have to tackle everything all at once. But you do need to move forward. The floodgates will open again – and if you’re not ready, you’ll be left behind.”
