Why RUBICON?
The Rubicon river was the name of a small stream in northern Italy. The crossing of this small stream became one of ancient history’s most pivotal events. From it sprang the Roman Empire and the genesis of modern European culture.
Long story short, over two thousand years ago Julius Caesar led his army across the Rubicon River into Rome to wage war with rival forces. Upon crossing the river, there was no turning back. It was war to the death, winner take all. Today, the phrase “crossing the Rubicon” signifies total commitment in the face of uncertainty.
We think this is a great symbol of what it takes to build a business, and what we are doing at RUBICON.
Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative (and creation), there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, the providence moves too. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents, meetings and material assistance, which no man could have dreamt would have come his way. – W. H. Murray