Names have important foundational significance, and like many (all?) startups, Bahar, Stephen and I agonized over our name, and bought numerous URLs. We actually began our business as EkoHub. Ekos is the Greek root word for “ecology” and “economy” and Ekos or oikos (ancient Greek: οἶκος, plural: οἶκοι) is the equivalent of a household or family. This beautiful meaning related to home in its broadest sense of household relationships within the community was the basis for naming my consulting firm EKOS International, cofounded with Lorinda Rowledge and Russell Barton in 1996. Although the original name of EkoHub felt right, we learned that many people interpret this term as lingo for green or environmental.