People in Hong Kong have incredible taste in graphic tees. I was just running errands and saw a guy wearing a shirt that said, “Wonder is the beginning of wisdom.” This was the most thought provoking moment I’ve experienced in a mall. I instantly whipped out my phone and wrote it down.

It articulates an intuition I’d experienced when I first very naively came up with an unintentionally kinky name for a business: Wonder Shuttle. I just figured… 

Wonder is a great feeling, and everybody could use more wonder. I could’ve also used the word “Awe.” The specific wonder is the one of learning; I still see my business as one of working with companies to demonstrate and share expertise, teach new skills and insights, and to create learning experiences. 

Shuttle is a vehicle that people take, which I’d associated with space shuttles and airport shuttles. (I took partial inspiration from a prominent agency named Big Spaceship.)

The ideal customer for my business is a team of intellectually curious people who created a great team to work with, either to do business with as a customer or to make a contribution as an employee. Thus, most of what I’m doing involves unblocking the people’s creativity through the modality of writing.

(Some people still call this content marketing! But it’s deeper than that…)

As it turns out, this quote is paraphrased from Socrates, and it completely connects the two ideas together. You bet I’ll be discussing this more here at this blog, and also everywhere else.