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What’s in a name?

December 8, 2009

DEREK MCIVER, Public Relations

Tick, tock!

Yes, our firm has an uncommon name. The Ictus Initiative. That’s OK, though – lots of companies have names that don’t seem to make a whole lot of sense. If I didn’t know any better, I would expect Apple to be a fruit vendor, Adobe to build houses out of clay, and Amazon to protect our world’s most precious rainforest. And those are just the A-s! The thing is – our name actually fits us perfectly. So long as one understands its meaning, it’s easy to see why “The Ictus Initiative” truly suits the work we do.

The “initiative” half is pretty easy to understand, but what is that word before it – Ictus? According to my good friend Merriam-Webster, the word “Ictus” derives from the Latin icere “to strike,” and means “the recurring stress or beat in a rhythmic or metrical series of sounds.”

Of course, we’ve extended the meaning to go beyond its literal musical definition. To us, an ictus represents a pulse, and, more specifically, the pulses of our clients’ careers. In many cases, we engage in partnerships with our clients in order to resuscitate a certain element of their professional lives. If not, we are charged with amplifying their pulses by bringing attention to them and to their expertise. We increase their professional pulse rates and re-energize their careers so that they can move onto the next level of success.

As we rebrand, maybe it would make sense to change my job title to “Career Cardiologist.” We will be getting new business cards soon, after all…


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