The word (the concept, the philosophy) comes from the Bantu language of southern Africa. Translated literally: “I am what I am because of who we all are.”

It’s interconnectedness. It’s shared responsibility and accountability. It’s a novel mashup of ideas and talents. It’s individual strengths combined to make something more powerful, more useful, and more successful than just the individual parts.

It’s especially important in these times (think globalization, virtuality).

Archbishop Desmond Tutu uses it.

Nelson Mandela uses it.

Doc Rivers used it to unite a team for a season-long tear that resulted in the Boston Celtics’ 17th championship.

We use it because it embodies the core values of our company. We are stronger, we are smarter, we are more creative, and we are, ultimately, more successful when we’re together.

It is our identity.

Uboon2 is the new sheriff in town. We are a collection of savvy marketing professionals who have chosen, purposefully, to come together, to turn “I” into “we,” to be and do better.