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Unboxing Some Changes: Reflections on a Rebrand

Jennifer Prosek  Follow

In his book Great by Choice, Jim Collins talks about "good luck” and “bad luck” moments. All individuals and companies have them, but great leaders know how to max out a good luck moment and how to take a bad luck moment and transform it.

Our good luck/bad luck moment came as a result of a “happy problem.” Over time, our business has grown in the U.S. and internationally.  Forty percent of our clients engage us inside and outside the U.S. and 20 percent are non-U.S.-based clients. We needed a name we could own around the world. When we found out CJP was not available in all the places we do business, it seemed like a bad luck moment.

So with inspiration by Collins, we decided to take this bad luck moment and make it a good luck moment. Renaming the firm (along with a new logo, website and visual identity) gave us a great opportunity to scream loudly about who we are, why we’re different and why we’re growing.

Preparing for this good luck moment took us a whole year as we decided to treat ourselves like a client. We engaged in internal and external research, we considered our SEO and digital strategy, and we contemplated all kinds of names and identities. And in the end, the answer was under our nose. CJP would become ProsekPartners.

So today, Friday the 13th, we look to maximize this good luck moment and to thank our clients, friends and our "Army of Entrepreneurs" for making the firm what it is today, and what it will be tomorrow. The date seems fitting, as we are out to prove - as Collins believes - that a bad luck moment can sometimes be a good luck moment in disguise. End of Story

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