Gordon Weiss Research Becomes Sivo Insights!
April 30, 2013
What’s behind a name? In this case, the meaning behind the name Sivo Insights, is nothing short of pure serendipity. After four years of incredible growth, the name Gordon Weiss Research no longer seemed to suit the rapidly expanding organization that Marilyn Gordon Weiss had built from the ground up. With business rapidly expanding, new employees, clients and new projects, Marilyn and business partner Cindy Blackstock, wanted a name that spoke to their size and philosophy as researchers. It was time for a change.
While Marilyn was on a trip to Croatia last summer, she heard the word Sivo for the very first time. Sivo is a Croatian word meaning “not black and not white.”
“We don’t really have a word in the English language to reflect that,” said Marilyn. “And Cindy’s family immigrated to the United States from Croatia – so there was an obvious connection there.”
Something about the word Sivo struck Marilyn like a chord. Her last name Weiss meant “white” in German, and Cindy’s last name was Blackstock. Black and White, Ying and Yang. Sivo was the perfect name to symbolize the unique partnership between Marilyn and Cindy, and the incredible team they had developed over the last several years.
“Anytime you are dealing with humans it is rarely black and white,” said Marilyn. “What we specialize in is navigating those gray areas that are a little harder to decipher, but often carry the most valuable insights. The name Sivo Insights captured the essence of the work we do helping clients understand and connect with their consumers on a human level. We knew it was a perfect fit.”
Shortly after the rebranding process had begun, Marilyn and Cindy were confronted with some life-changing news. Cindy, was diagnosed with breast cancer just days after a routine mammogram. The entire team was shocked by the startling revelation, but determined to persevere against all odds.
“The experience has changed us for the better,” said Cindy. “It has given us a perspective that we didn’t have before and has proven to have many gifts along the way of insight, caring for others, and grace.”
The team at Sivo Insights has decided that they will give 3% of net profits to charities that support breast cancer research and families dealing with breast cancer.
“The launch of Sivo Insights signifies so much more to us than business growth,” said Marilyn. “We have grown not just as a company, but as a group of women who are able to unite and overcome the impossible. There couldn’t be a more perfect time to celebrate our rebranding as our business and personal lives parallel a hopeful and inspiring future.”
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