Within days of writing about Rick Riordan's Golden Fleece, I heard from Gabrielle, one of sk*rt's founders (aka Design Mom), that sk*rt could be sued for alleged trademark infringement, and would need to spend a lot of money on a legal battle royale, or change their name.
In Gabrielle's words:
Last September, Skirt! Magazine (a free monthly newspaper in the SouthEast) switched their domain name from skirtmag.com to skirt.com. Months and months after we’d already launched. And now that they’re at skirt.com, they feel our twinner domain names are too similar. So they sued us in December. And we won. But they keep the lawsuit threats coming anyway. So, we have decided to change our name and move on. Why fight an enormous corporation with deep pockets and a penchant for sueing tiny companies? And. We don’t believe in skirts fighting. The end.
So this past week, sk*rt changed its name to kirtsy, and the process by which it was done has been remarkably systergistic.
Quoting again from Gabrielle:
[kirtsy is] a name that many many many voted for. A name whose solid domain we own. A name that won all legal obstacle courses with flying colors. A name that contains the letters of our beloved sk*rt and its sk*rty adjectival format. A name that means giving greeting, nods, props and respect to something. A name that we now know as kirtsy.
I was nonetheless impressed by their textbook 'fleece gathering', the second of Psyche's four tasks.
As Psyche embarks on her journey to really grow up, her second task requires that she gather fleece, fleece that has the power to heal. And yet to obtain the fleece she must wait until sundown when the rams disperse so as to safely pick strands of fleece off the brambles, else she will be crushed by the head-butting rams.
Psyche’s ability to acquire the golden fleece without being crushed is a metaphor for every woman’s task of gaining power without losing her innate sense of connectedness and compassion.
The kirtsy ladies could could have engaged in head-butting, and in fact were encouraged to, but instead chose to gather the fleece from the brambles, to get things done in a way that gives life to and revitalizes others.
Which is why I can't help but kirtsy to you -- Gabrielle, Laura and Laurie.
Won't you please take a bow?
If you have a blog, or website, have you properly trademarked the name? If you need me to refer you to someone that can do this for you, e-mail me and I'll give you some names.
Did you notice that notwithstanding their getting the name trademarked, etc, even so there was a lawsuit. One of the hazards of getting in the game perhaps?
What can we learn about how the kirtsy founders went about choosing a new name? Did you notice how in involving the community, they gave us an opportunity to rally, to experience systergy?
What else is there to learn from the kirtsy -- aka Psyche -- way of doing business?
P.S. For more on the importance of -- and how to - on trademarking, see Green and Clean Mom's post on this topic.