Why did we choose FILTER as the name of our organisation?
We had many discussions as we sought to determine a company name for or new organisation. It was important to us that the name reflected the purpose of the community we are building and after extensive debates both internally and externally with knowledgeable advisors we settled on
FILTER.
We choose this as our approach is to filter out the trivial or unimportant challenges surrounding a business and to focus on the bigger impactful items. We do this by using the combination of the peer group, our expert speakers and our 121 coaching. In this way we deliver tangible benefits to
our members, their companies and the communities touched by their employees.
It’s also our purpose to encourage our members to look outside the normal and to see things through a different lens. A lens that, as with light itself, creates a filter that allows us to see colours (representing challenges and opportunities) that appear at the edges of the normal spectrum and are invisible under normal circumstances.
We thus combine focus together with an expansion of view to produce new and exciting outcomes for our members.
We believe our logo underlines this outcome driven purpose.
The full coloured circle represents the challenges and opportunities facing the member. The hatched circle represents the filter we apply to bring focus and alternative views. When the 2 circles overlap that area represents where we will work with our member to deliver positive outcomes for them and their businesses.
Lastly the arrow represents the growth that our approach will deliver for our members, growth that would not have been realised without being part of a FILTER group. We hope that this helps you to understand our outcome driven purpose and is a constant reminder of what you should expect from FILTER.
