Hello ectus

It is quite the step to decide to change name, positioning and branding. Especially when the core of it all is a name and a legacy that has been around for almost 50 years.

Yet here we are. New beginnings.

Legacy

ectus is the result of an evolution – personal and professional – and a gradual fusion of the 3 entities I was running:

indupro (since 1976) is the brokerage firm my late father created. And yes, there was a lot to consider here. Legacy, family, some emotion. But in the end, it came down to very simple data: is the name indupro protected and valued for an eventual transfer or sale in the future?
There are multiple companies with the name indupro, and its meaning (industrial products) has become 1 element of what I touch nowadays. And with 0 pushback from the family, it became an easier decision to start the process of distancing.

enleverage (since 2016) has been the name of my US entity. enable leverage. Still a key part of my ethos and one of the reasons I keep looking wide and deep when approaching new business. Putting network and knowledge to work for making leaps is low hanging fruit that is still an oversight in many's approach And it is this llc that gets the name change. enleverage, llc becomes Ectus, LLC

Last Week Media (since 2020) was the trade name I used for the entity behind my newsletters and digital solutions. Without too much weight and depth to it, this was the easiest name to let go of.

ectus

So ectus.

What’s in a name? A lot. There is always personal and special meaning that is hard to explain, but the following gives you some of the reference that led to ectus:

  1. short, easy to pronounce in most languages, with a corresponding .com domain
  2. a name, rather than a definition. Flexibility has always been a strength in our family, and with a mindset of looking over fences, evolution continues. That means we cannot be restricted by a name. We’ll leave definition to projects, like [Juice] News and [Citro]dex
  3. Latin based and inspired. Being half Italian and having had classical education made me biased towards this, but architectus, prospectus, erectus, pectus, proiectus and so forth are all Latin keywords touching the vision, activities and work ethic we hold high. And then there are some English niceties with Select us. Connect us. Perfect us.
  4. Acronymous values that align: Ethical Curious Transparent Unbiased Skeptic

So if we're combining things, what is the focus? It's a cross-pollinating mix of 3 elements, the drivers for our clients and network:

Access

  • Curated when it matters. Self-served when it doesn’t
  • Selective 1:1 introductions where alignment and impact are clear
  • or directory-level access for those who prefer to move independently

Insight

  • Clear, distilled intelligence across agriculture, ingredients, and agtech

Advantage

  • A sharper position from seed to ingredient

Next steps

  • ectus.com is in advance state of development and will be the one-stop shop for all our services and products
  • besides an overhaul of Juice News, both the newsletter and the website, there are 2 more projects in the pipeline, that will see the light of day in the coming weeks
  • my network will be informed of the change in the coming weeks as well, with a first view of new added value
  • a new newsletter is in the works, just for ectus, called Prospectus. More on that real soon.

LinkedIn

Even though LinkedIn is flooded with all kinds of announcements, I still find it a good place to share this. And it is where I have the biggest audience, still.

Please follow ectus on LinkedIn for updates and more information.