the spiKe Story

It all started in a much less spectacular way than most brand stories would have you believe.

One day, watching one of my kids, I realized he had a great relationship with his phone and a slightly more complicated one with organizing the things he actually had to do.

He knew exactly what to do on the screen.

Outside of it, things sometimes got… more interesting.

And that made me ask a very simple question: If the phone is already there, could it become a tool that helps you do something, instead of one that keeps you stuck inside it?

I started thinking about something for kids.

Then came the slightly uncomfortable part.

I realized I would use it too.

Because even as an adult, there are moments when you know perfectly well what you need to do and, somehow, it would still help to have someone whisper in your ear:

You’re doing fine.

Keep going.

It doesn’t have to be perfect.

You don’t have to do everything now.

Just do the next thing.

And, little by little, one simple idea was left standing:

ONE MOVE AT A TIME.

Not the big plan.

Not the answer to everything.

Just the next move small enough to get you started.

That’s where spiKe came from.

The name came a little later.

After trying more names than I care to admit, I looked up from the screen.

Nearby, Spike, our family boxer, was asleep.

I looked at him.

Spike. One Move at a Time.

I laughed.

Because if you know the real Spike, you know that sometimes this is exactly how he operates.

He takes one step.

Then decides that, for now, that was probably enough.