the play

Startup company with "revolutionary" software product in the "exploding" e-procurement niche. Over sixty million in seed funding. Backing from Citibank and former white house chief-of-staff on the Board. All-star marketing lineup of best and brightest in Tech. Posh digs, big junket-style meetings.

the pay

Crash and burn within eight months. All staff lured in with fancy stock options to work 16 hour days and live in Manhattan - options that are now worthless. Roller coaster agency ride with constant changes in direction throughout the launch campaign. Best part? They never released a product. dot-bomb.

my favorite part?

Their name. Their name was "Intelisys" to start with, which is lame but at lest sounds tech-ish and can be pronounced. They paid big $$$ and spent a looooong time having Fitch develop their branding and identity, and the result was <trumpets flare> Metiom </trumpets flare>. Completely un-pronouceable (correct: "mee-tee-um") and un-spellable. The company's decline started right after the new name showed up. Nice work, Fitch.