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Why We Chose Second Nature As Our New Name

Chris Edson
Feb 14 · 3 min read

It was 2013 and I was sitting in my Hammersmith flat. I was a single 25-year-old spending most of my time coding away the next big thing.

I’d just finished submitting an application for my ‘next big thing’ to a startup accelerator under the working title DiabeTech.

Naming wasn’t my strong suit.

“You need a new name,” said Tom, my flatmate. “You want people to go on a journey… how about Path?”

“I love it!” I cried out. I was on a high until we started Googling Path. There was a social network with the same name.

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We needed a twist…something that would take people on a journey. “Our Journey”.

OurPath was born.

I emailed the owner of ourpath.com to purchase the domain. I offered them $100.

So offended they were with my offer, they replied with four words: “Never contact me again”.

So we settled on ourpath.co.uk. Tom mocked up a logo and off we went.

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OurPath Logo — Version 1

Fast forward a few years and there were a few problems.

No one could ever pronounce it. Every social event had the same interaction.

“Oh, you run a startup,” a curious person would say. “What’s the name?”

“OurPath ” I’d reply. There was a pause.

“YourPath?”

“No, OurPath.”

“The letter R, then path?”

“No, OurPath.”

Ad infinitum.

An American once confused us as ‘OwlBath’ — which let to us launching an April fools joke in 2018.

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OurPath Logo in 2015

But beside the pronunciation issues, we sounded like a cult. Even people on our programme were calling us out on it:

“Your name makes you sound like a cult.”

“If I didn’t know someone doing it, the name would probably have put me off finding out more.”

“You really need a new name, sorry! No one knows what it means and they think it’s weird.”

Having a strong following and people that love your product is great, but perhaps cult is going too far.

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OurPath Logo in 2018

So we needed to change it.

We spent a lot of 2019 doing a bit of soul searching and working out what we stood for.

It became clear that our ethos is helping people build healthy habits — in a way that’s effective, energising, and empathetic.

We realised that what we do as a company is help people make healthy habits…Second Nature.

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Looks like we’re finally growing up.

I couldn’t be more excited about where the new brand will take us. You can see more at www.secondnature.io.

You can read our formal announcement on our blog here.

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Before
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After

p.s. The joke’s on them. We ended up purchasing ourpath.com years later on the cheap.

Sadly it’s now going to waste...Anyone want to buy it? I’ll give you a good price.

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