The Family Knife Name Meaning

What does The Family Knife mean?

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The Family Knife comes from the old paradox, “The Ship of Theseus.” It asks, if you replace one part of an object, and then years later another part, and then another, until eventually the entire object has been replaced piece by piece—is it still the same object?

Isn’t that like marketing today? Like the Ship of Theseus, you’re replacing a board here, a sail there, a social media strategy today, and a new ad campaign tomorrow, making improvements every day. You don’t have time to go back to a home port to plan out your next year—you’re doing it in motion, all the time.

It takes a great crew, a great team, to make that possible. And it takes lots of skill and capacity to make changes and improvements on the fly. That’s where we come in. We give you the training, strategic counsel, and in-house capabilities your team needs to stay ahead of the competition and keep improving every single day.

The Ship of Theseus paradox has had a few names over the centuries—Grandfather’s Ax, Abe Lincoln’s Ax (if you replace the head of the ax this year, and the handle a generation later, is it still the same ax?)—and, our favourite, The Family Knife.

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