An origin story
Author: Richard Bennett
Starting with why… and a ‘Q‘
A name carries weight. It shapes identity, sparks curiosity and, when chosen well, encapsulates a philosophy. Qaimgo isn’t just a business name; it’s a reflection of a journey, a mindset and an invitation to step into something bigger.
Inspired in part by Joseph Campbell’s Hero’s Journey and in part by lived experience – our own and those we’ve encountered – we wanted a name that resonated deeply. Having spent the first quarter of my life in Durban, South Africa, I turned to the Zulu language for inspiration.
The word Iqhawe – meaning hero, the protagonist in all of our stories – stood out. The ‘Q’ felt significant… symbolic. From there, we explored other Zulu words, particularly those for adventure and journey, playing with letters, sounds and meanings. We weren’t looking for a direct translation, we were keen for something original… something distinctive. That’s where aim and go came in. Two simple yet powerful words which capture the essence of movement, direction, purpose and flow. Combined, they formed a name which not only sounded unique but carried a deeper message:
- Q – A symbol of enquiry, a prompt to question the status quo. The ‘Q’ anchors our CO-TRAIL logic model.
- Aim – A call to orient toward something. Without direction, progress stalls, creativity fades and potential remains untapped.
- Go – The final step: action. Because without action, even the best ideas remain just ideas.
How to say ‘Qaimgo‘
We wanted to break convention, especially with the ‘Q.’ Typically, in English, when a ‘Q’ appears, it’s followed by a ‘u,’ forming a “kwa” sound – think quirky. But in Qaimgo, there’s no ‘u’. So instead, it’s pronounced “Kaim-go” – a name which challenges expectation, much like the work we do.
So, what do you think? We’d love to hear your thoughts.
“The cave you fear to enter holds the treasure you seek. Follow your bliss and don’t be afraid… doors will open where you didn’t know they were going to be.”
Joseph Campbell
Suggested listening: If you fancy a deep dive with Joseph Campbell, look up his extensive conversations with Bill Moyers in ‘The Power of Myth’.
