So…what’s an Amati?
If you’ve ever tried to come up with a business or product name, you know how “interesting” it can be to distill the essence of your offering in a word or two. When I found the name Amati, it so clearly expressed what my business is about on many different levels. Here are a few of them:
In Italian, “amati” can mean cherished or beloved ones – or it can describe a circle of intimate friends. So, Amati captures our love of the businesses we are building and the cherished relationships we develop along the way.
Many accomplished musical ensembles have adopted the name Amati. But it also works for business. When a business really works, it can be a little like the difference between just singing a song or playing an instrument and MAKING MUSIC.
With true passion inside and the support of an intimate circle of like-minded people, the magic – whether it’s great music or a business that people love – just happens.
Musical Amati’s often are paying tribute to the Amati family, premier craftsmen of stringed instruments in 17th century Italy, who numbered celebrity violin-maker Stradivarius among their apprentices.
When the teacher sees the student reach a new level of understanding, competency and success, it’s a remarkable moment for both. And so it has been for me…
Finally, I believe being in business has to be fun. Why else would we take on the enormous risks and devote the personal and financial resources that we do?
That’s why I had to smile as, early in my name search process, I discovered the trail left by the Mazda corporation as they rearranged the letters
A-M-A-T-I to create their Miata® brand – a fun car if there ever was one!
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Some Elements of Our Business Philosophy
Winners Don’t Go It Alone
Have you ever heard a winner’s acceptance speech that doesn’t include thank-you’s to a myriad of supporters? No matter how successful you feel, you can enhance this success by building a strong support system of associates, peers, mentors, and professional advisors.
Questions are the Answer
The quality of our results depends on the quality of our decisions. Optimal decisions depend on the quality of questions we ask of ourselves and others. One of our roles is to make sure you are asking the right questions, and to help you persist in finding the best answers.
Your Business is a Reflection of You
You and your business will SOAR when you commit to
SELF-KNOWLEDGE, take
OWNERSHIP of your situation, embrace
ACTION and decisiveness, and take
RESPONSIBILITY for your results.
Your personal effectiveness is the key to your business success.
Playing "Small" Doesn't Serve The World
Many people play just small enough to avoid dealing with their perceived limitations, and never go from being just “good enough” to being great. Our process helps unlock your full potential and allows you to achieve more … easily.
Do It Your Way!
Why accept someone else’s definition or expectation of what your business should do for you or mean to you? We start and run our businesses because we want independence, autonomy and control over our lives…so build a business that lets you have the life YOU want.
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Do you live and work with only your ultimate destination in mind, or can you also appreciate every moment of the journey?
If you are ready to dig a little deeper, enter the circle below. Learn how five enduring principles still guide the development of our businesses (and our lives) today.
