It Took 16 Years to Find the Perfect Name

Why Your Business Should Embrace Its Identity Crisis
It’s not the first time the dot-com veteran has rebranded–but it was probably the one with the best timing.

In 1998, Steven Boal started a company to bring those Sunday newspaper circulars into the digital age. First incorporated as X Advantage Corp., the Mountain View, California-based company eventually became–a name that, 16 years later, went public. But at the same time, Boal realized that the name did a disservice to the data component of the business that was becoming the key to’s growth. Last October, Boal rechristened the company Quotient (as in “intelligence quotient”), and this spring, he explained how he navigated the post-IPO change.

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