Our Name

How We Got Our Name

We are often asked how we got our name. After all, as technology and business management advisors convention dictates our name should include an iconic word like "tech" or perhaps "biz". For us, however, starting the company was more than just a means to a financial end. It is about our passion and commitment to make a difference to the small entrepreneur that, like us, gets to his or her office (often tucked in a corner of the family's home) with the same passion and commitment to succeed. As we talked about starting a company to help our Latin business community, Reina asked if I knew the story of the "star thrower", and it is and has always been at the top of my list. It describes exactly what this whole “enchilada” is all about. Here is the story, as inspired by Loren Eiseley.

The Star Thrower

Once upon a time, there was a wise man who used to go to the ocean to do his writing. He had a habit of walking on the beach before he began his work. One day he was walking along the shore. As he looked down the beach, he saw a human figure moving like a dancer. He smiled to himself to think of someone who would dance to the day. So he began to walk faster to catch up.

As he got closer, he saw that it was a young man and the young man wasn’t dancing, but instead he was reaching down to the shore, picking up something and very gently throwing it into the ocean.

As he got closer, he called out, “Good morning! What are you doing?” The young man paused, looked up and replied, “Throwing starfish into the ocean.”

“I guess I should have asked, why are you throwing starfish into the ocean?”

“The sun is up and the tide is going out. And if I don’t throw them in they’ll die."

“But young man, don’t you realize that there are miles and miles of beach and starfish all along it. You can’t possibly make a difference!”

The young man listened politely. Then bent down, picked up another starfish and threw it into the sea, past the breaking waves. “It made a difference for that one!”