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Our name, vision and mission
The star in our logo represents the North Star that the Vikings used to navigate their ships. The Vikings called it the Leidar star. In 1300, the first reference of the compass was made in Hauk’s Landnámabók. The Vikings called the compass the “leidarsteinn” (the Leidar stone).
Leidar was used to navigate both the sea and the stars. Leidar is cognate with Scots “leidar”, Dutch “leider”, German “leiter”, and Icelandic “leiðari“ – and is thus believed to be one of the origins of the English word “leader”.
We have a simple vision, to help clients find their North Star. We cannot imagine anything more exciting than clarifying the meaning of going to work every day.
Our mission is to help our clients set their course, navigate the increasingly complex world and communicate effectively with their stakeholders. Our products and services are organised within this clear mission of what we brand as Leadership Navigation: set the course, navigate, and communicate.