Why {VIRTU}MED? –

Expecting parents and parents to new-borns pay special attention with hours of deliberation and deep thought to naming their children. Many believe that a child’s name not only influences the child’s prospects of success in later life but also influence physical and personality characteristics, which some academic empirical data does in fact lend credence to. When naming Virtumed the name was just as important to me, I wanted the name to be a strong compass to everyone serving under the brand to guide their decisions, behaviour, and actions.

Values are the basic and fundamental beliefs that are the motive behind purposeful action. While every company will claim to have values by which to live, virtues are the actions taken, which translate these held values into a lived reality. Virtu is the Italian language translated into virtue, and it is more specifically virtue ethics of which I am a proponent. Virtue ethics suggests treating our character as a lifelong project, one that has the capacity to truly change who we are. The goal is to form virtues that help us see the world clearly and make better judgments as a result. Further, Virtù is also a concept theorised by Niccolò Machiavelli, encompassing a broader collection of traits necessary for the achievement of great things, which I quite like, I mean being able to leverage Machiavelli has got to count for something right?

I want the company to live the virtues to which I aspire to. To me the contents of a person’s heart is as important as their brain lead thought. Therefore, the values, virtues and traits, which I believe are required to deliver success sustainably today and into the future are;

Meritocracy, hard work, responsible

Unconventional, Challenging the status quo, curious.

Honesty

Whats good for you must be good for me.