I named Hawthorne Recruitment after the street I live on.
Before I launched, I’d walk around Banook Lake most days at lunch, working through the business.
Some of it was big thinking. What’s broken in this industry. How I’d do it differently.
Some of it was wondering how many steps it takes to offset an apple fritter.
Most of it was simpler.
What will you call it? Who will care? Why would they?
I went through fifteen, twenty names. Recruitatron (Transformers were big in our house then). Something with “ify” on the end. My own name on the door.
Nope.
Then one day: Hawthorne. My street.
That was enough.
Or maybe it just sounded the part and I worked backwards.
We’d moved onto Hawthorne years earlier. My wife was pregnant with our oldest at the time. He came a month early.
What I remember is how people on the street checked in. Quietly. Over time.
The kind of neighbours you wouldn’t hesitate to ask for help.
That’s the kind of business worth building.
That’s Hawthorne.
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