We loved the name Fraight — it was playful and punny. And it treated us well for over two years. But it had to go. Like all parts of the business, you have to listen to feedback, keep an open mind, and be willing to kill your darlings.
During my senior year of college, my new lacrosse coach arrived with an approach he called “leadership from the front.” For one of his many lessons on the topic, he brought in a former Marine who spoke of the need to experience the roles of the people he was leading.