February 16, 2010
10 REASONS IT’S CALLED iPRIMATE
Because… what sets us primates apart from other animals is our use of tools. Initially, it was the physical characteristic of the opposable thumb and forefinger that made all the difference. When we discovered we could grasp things, so much more came within our reach: a stick, a stone, a flint, a lump of charcoal etc. These mighty tools empowered us to supersede our all-too-animal limitations. Eventually, brawn led the way to brain, and we started grasping things of another kind altogether – concepts, ideas and possibilities. And that led the way to the mightiest tools of all – language and communication. These are the tools iPrimate puts to work.
Because… it’s easy to dismiss the court jester who monkeys around for the amusement of the lords and ladies at court, but there is often wisdom in his madness – a startlingly different perspective on reality. iPrimate relishes aping the role of the idiot savant, who may not have an MBA – and sometimes appears to be only a step or two up the evolutionary ladder of business – but who can stop you in your tracks with disarmingly accurate insights.
Because… “I pry, mate” describes a tenacious approach to the business intelligence and research employed while gathering the information required to deduce strategic, creative solutions. You could liken iPrimate to a private investigator (British, of course). As he’s going through your cheating spouse’s underwear drawer, he nods sagely to you, and says “I pry, mate”
Because … being small, smart and swift, iPrimate is a guerilla (sic) marketer. Today, the pace of change is an elusive and transformative force in our lives, and must be met with agility and maneuverability at a moment’s notice. A guerilla attitude makes iPrimate part of the non-traditional marketing and communication revolution that has a healthy suspicion for the status quo. Diminutive dissident it may be, but iPrimate has no fear!
Because … another interpretation of the word ‘primate’ refers to leadership – especially where beliefs are concerned. The Dalai Lama is a primate in more ways than one, as is the Archbishop of Canterbury. So, when it comes to beliefs about positive, inspirational communication, iPrimate leads the way; thereby being able to claim justly “I primate”. It’s a verb.
Because… in our earliest days, most primates were quadruped tree-dwellers. Homo sapiens bucked the trend and stood up on two legs, and it’s been quite a hike from there to becoming the upstanding hominids we are today. iPrimate, however, still has a place in its heart for the tree-dwelling branch of our family. There’s nothing quite like being ‘out on a limb’. From up there you can skilfully adopt a suitably precarious position, look down on the world bustling by, and get a very different perspective than the average ground-bound citizen. That’s why Irefer to the iPrimate vision as “My View from the Trees”.
Because… the “i” in iPrimate can stand for so many things that identify it as a ‘different kind of animal’. i stands for ideas. i stands for ideals. i stands for identity (what some people call ‘branding’). i stands for integrated – the only way to communicate and pass the test. And i stands for inspiration, which is the kind of communication work we love the best. There are many i’s to celebrate, but, of course, in the end it’s all about ROi. iPrimate swears allegiance to this king of the business world today. I do.
Because … those who know a little Eastern philosophy will recognize the term “monkey mind”. As you may imagine, it refers to a brain that’s active and full of insatiable curiosity, like a gibbering monkey swinging from tree to tree. It’s difficult to get monkey mind to slow down and be at peace, but that’s not a bad way for a sustained thinker to be when intent on searching for a creative solution.
Because … primates have small bodies and long arms. iPrimate is small in stature, but with a reach that’s as wide as the web. Technology is the great equalizer that connects people and allows them to realize their mutuality. iPrimate believes in technology. Among other things, IT breathes life into the iPrimate Network – an extraordinary and diverse pool of primates assembled from the creative gene pool. It’s a connected group of talented individuals, united by the common purpose of doing great work. For you.
Because … whatever else we are, we’re all primates. The next time some snooty boardroom monkey in a stuffed shirt looks down his nose at you in a superior kind of way, take a peck of courage from the fact that he’s just a primate like you with the same hairy parts and jiggly bits. 50 years from now, we may not be so sure that everyone we meet is a primate; there may be bionic beings at the table, too. However, for now, rest assured that i primate, you primate, we’re all primates… each one of us with equal claim to dominion on this planet, and some highly evolved talents to stake our claim.