In fact, it was the answer to what I would do next

On the heels of a startup that didn’t work out how I had hoped or expected, I began consulting independently for a number of months simply to pay the bills. I worked a lot with my partner and friend, Mike, at the time.

Finally, after months of floating along without much direction, he encouraged that we make an actual go of our partnership rather than continuing on as independent contractors who collaborated together only when we needed. I agreed.

Like many boutique consultancies, we started Why. without a lot of focus. If there was a client opportunity in front of us, we desperately proposed, “Yeah, we can do that.” Our initial marketing efforts revealed that lack of focus, too, even though I liked the angle of the name itself. Mike and I soon thereafter added another partner, Brad, to the mix, and the three of us were off and running.

After less than a year together, we all realized that we were far less interested in the marketing angle than we were the user experience (UX) design focus that we had built up a reputation for in a fairly short time. So, as much as we all liked the name, we pivoted and rebranded the company to become User10. Onward.