Why LIFT?

The word, lift, is both the name of our company and the title of a book that is being written by two of the partners in our company. We use this word because it is a metaphor for what our firm does for organizations and people: lift them to higher levels of achievement, integrity, collaboration, learning and performance.

The lift metaphor that we use for our firm comes from the field of aerodynamics. When a properly-designed solid object (like an airplane) moves through a fluid (like air or water) at an appropriate angle, the fluid generates more pressure on the bottom of the object than it does on the top, and this pressure pushes the airplane upward in space. This force, that pushes an object upward, is called lift. This is the force that the Wright Brothers and other aviation pioneers harnessed when they developed, manned, and powered flying machines. Like the Wright Brothers, people and organizations can harness forces in their personal and social worlds to lift themselves and others to new and higher results.