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Inside Mirasee: A Team Reimagined

A couple weeks ago, we asked you, our community, what you thought about our new look and name. And we got many wonderful answers ranging from “I love it!” to “I don’t get it, and I don’t like it.” But change is like that, yes? Some people are immediately on board and some people… not so much.

As Danny explained in the Business Reimagined podcast, we outgrew the Firepole name with what we were already doing and our future plans.

We as a team have had a lot more time to adjust to the new name and look but, just like our readers, some of us were on board right away and others… not so much.

We believe in transparency here at Mirasee and that’s not just within the Mirasee team. We also like to be as transparent as possible with our readers and our community.

So I reached out to the team to get their thoughts about the changes we’ve implemented. For the most part, everyone believes the move to Mirasee is a step in the right direction.

What We Think

Maureen said,

I’m really excited about Danny’s long-term plans for the company and for business education, and the Mirasee rebrand is a first big step in that direction.

And Kathryn echoed that sentiment with,

I’m excited about the new brand. It’s a much better expression of who we are and what we stand for.

For Danny’s brother Ari, Mirasee just makes sense,

I’ve been hearing about Firepole Marketing from the very start, and I never really got the name or what it had to do with what I knew Danny wanted to create. Finally the name fits!

However, before you think everyone’s all gung ho and ready to toe the company line, let me share what Oleg had to say:

Not going to lie. I don’t love the new look. We started looking too much like other sleek and well-developed websites. I miss the slightly-cheesy-but-adorable old design we had. I know that our values are real, they haven’t changed, and they won’t change. We’ll be there just as before, and help our students, like before, with the same unshakable commitment as Mirasee. The look will grow on me eventually. :)”

And it doesn’t come as a surprise that Megan having been here the longest, aside from Danny, might feel a little conflicted.

I have mixed feelings about Mirasee. I like what it means, and I love that it gives us room to grow and develop in more areas than Firepole Marketing—but I already feel nostalgic for Firepole. I’ve been “Megan at Firepole” for most of my adult life. Being “Megan at Mirasee” feels a little strange still. I think it’s the right move for us, however. As a growing company, we have to make these kinds of changes and embrace the new opportunities and challenges as they come to us—even if they’re scary and uncomfortable sometimes.

Mirasee is also about looking to the future, and it’s looking good.

A Name With No Meaning

name tag A lot of you expressed concern that Mirasee means nothing or, translated into other languages, is redundant.

Our content writer had similar feelings about it:

When I found out that Firepole Marketing was rebranding, I was so excited. I had never been keen on ‘Firepole Marketing.’

Since I learned Spanish many years ago, to me “Mirasee” means “look-see.” We’re trying to show people something. We’re saying, “Look and see what’s possible. Look and see what you and I can achieve together.”

The more I learned about the etymology of this coined term, the more it grew on me. We’re a visionary business helping others build their own successful, visionary businesses. If that’s what ‘Mirasee’ means, then it’s the right name for us.Lexi

But after reading all of our reader’s comments, I thought a lot about the wisdom of choosing a name that isn’t obvious. Are we making a huge mistake by choosing a “meaning-less” name?

I’ll be honest, when I first heard the name months ago, I didn’t really feel one way or the other. It’s not that I didn’t care about our name but, for the most part, names are just names and as long as I still have a job with a company dedicated to the mission of making the world a better place, I’m happy.

I will admit, though, that something about the name Firepole always felt a little off to me. And I think Jerome and Lisa hit the nail on the head as to why.

I was a follower of Firepole Marketing for years before I worked here. But the longer I’ve been here, the more clear it’s become to me that the name we had didn’t at all describe what we do. And the advantage of an invented name like Mirasee is that it doesn’t come with associations—we can work with our audience to create its meaning.Lisa

I am of the opinion that it isn’t the name itself that necessarily matters but the meaning our actions infuse into it. A name is a label, and substance interests me more than labels. Of course, if we went with something like Stinkbottom then yes, I’m sure my response would be different. But we didn’t, so I say again, a name is a name.

A Name is a Name

As Audra said,

A rose by any other name would smell as sweet! The only thing that’s REALLY changing is that we’re focusing on what our audience loves about us in the first place, and I’m 100% behind that. To me, Mirasee is a visionary name that will soon become synonymous with our purpose, our people, and our values. It’s a name that will grow with us.

Think about it: what was a firepole before Firepole Marketing? A fire pole is a pole that firefighters slide down. That image doesn’t readily connect to our business or our mission, so even with “marketing” tacked to the end of it, it isn’t very meaningful.

It’s been very exciting being behind the scenes of a company that is not only forward-looking, but that is also flexible enough to know when it’s time for an outward evolution to match the inner one. Plus, it’s nice to be able to tell people what I do and who I work for without the quizzical “Firepole what?” response—the first time I answered the ‘so what are you doing these days’ with the Mirasee name, it was like a breath of fresh air.Jessica

But with the work we did, Firepole Marketing came to mean Danny Iny to some, amazing support to others, business education to our students, or all of the above.

And that’s what we will do with Mirasee. The name Mirasee has no meaning. And that’s a good thing! Because as time goes on, we will define it. All the amazing things that made Firepole what it was are the things that will make Mirasee what it will be.

What Mirasee Will Mean

birds flying

I love that the name now signifies the broader scope of education and business that we’re bringing to the world.Jim

I think changing the company’s identity is long overdue, and a smart move that opens up a much broader range of possibilities for what we can achieve and how we can serve our community.  I love that the focus of this new identity is on vision, creativity, and imagination, and knowing that we’re a company that lives and applies it’s values in all our day-to-day activities just confirms for me yet again that I’m working in one of the coolest, most dynamic organizations around.David

I think Rocky summed up perfectly the responses we’ve gotten as well as what we can do with our blank slate,

The newness factor of Mirasee is definitely eliciting a lot of extreme emotions, which is understandable. Change is scary. No matter how you feel right now about it, in time, you’ll know Mirasee for it’s transparency, integrity, and it’s commitment to making the world a better place through business education.

But as Lesley says, it’s not always going to be a smooth ride.

We are just emerging, stepping out boldly, and as on any journey there will be adjustments to make as we travel.  But we are going in the right direction with a great team, a teachable curiosity to energize our learnings along the way, and a profound purpose to serve that is bigger than Mirasee.  I’m excited to be part of such a powerful adventure.

But I don’t think any of us thought it was going to be easy, which is also a bit daunting,

Expanding our vision is scary. It takes courage to change, to work towards being more and making a bigger difference. But when increasing clarity and expanded vision result in helping more people—you bet it will be worth the risk! Go Mirasee!Sabrina

So yes, overall, the Mirasee team believes in and is excited about the change and its potential:

When I first saw the design and new name, I thought they perfectly captured what we’re trying to do.  I love the simple, modern design and really love how the components of Mirasee translate across several languages—even Greek, as one student pointed out!Lindsey

I like the change. It’s smooth, organic, and lends to the view of a sage-and-student relationship. It says we’re growing up and maturing. If you view your business as your baby, you don’t want it to stay an infant forever, you want to see it grow, mature, and bring value to the world. Change can be scary; however, I don’t think this is one of those kinds of changes. Mirasee is growth in the right direction.Darla

I really love the look and feel of the new site.  But my favorite part is the intention behind our new name.  It implies learning and partnership between us and our students and the promise for the future that we can create together.Lizzie

I feel lucky to have worked with Danny Iny in different capacities over the years, as he grew Firepole from an idea into a respected marketing industry leader…. With Danny’s leadership and foresight, and the incredible team that comes to work everyday ready to serve, I expect Mirasee will quickly become the gold standard by which all other online education companies are compared.Andy

And I know we’re all excited to prove to you we’re the same and plan on getting even better.

The floor is now yours. Do you have any questions for us? Thoughts to share? Leave a comment below.

About Selene Benjamin

Selene was Mirasee's managing editor in 2015-2016. When she's not spending her days writing, editing, and planning the editorial calendar for the blog, she's playing around with SEO for the site and for her own personal amusement.


  1. John Gates (Ozzytraders) says:

    A brave move and it must have taken a bit of soul searching, but then ..”fortune favours the brave..”

  2. Miles Austin says:

    I was only coming to you for the last few months so didn’t have a vested liking to the name – it was just your name. Your new name is not only not something that most people will understand or connect to what you do, it is also hard to remember exactly what it is. I have typed miseree more times than I will admit and I have to admit I felt misery trying to remember the name. It doesn’t really matter at this point, unless you choose to “New Coke” it and flip back, enjoying the publicity all along the way. Must my 2 cents.

    1. Selene Benjamin says:

      Ha! New Coke. There’s something I haven’t thought about in some time. It took me some time before I stopped double checking my spelling. I really wanted to add an extra “r” to Mira for some reason early on. But I’ve got it down now. 🙂

  3. Alison Miller says:

    Here’s my take: Being a “visionary” means you can see things before others see them, understand things before others understand them. I think we are all in agreement that Danny is a visionary.

    So let’s assume that, since this company is his creation, he sees something from the inside perspective that others do not yet see and that this name and logo fit the business that is evolving. Let’s give this a bit more than 7 days to become clearer before condemning it.

    I have a genuine faith in Danny’s skills as a visionary. His ethics resonate in me and his systems have helped thousands of us do something really cool with our work and our lives. Let’s give Danny a chance with this. I think he knows what he’s doing. 🙂

    1. Selene Benjamin says:

      Beautifully said, Alison. And much appreciated. 🙂

      Do I trust the guy who took an idea and a made up name and created a multimillion dollar business built on authenticity and strong values, with countless students, and 30 employees and counting? Heck yeah, I do! It’s a wonderful feeling to know someone you work for considers not just himself and the bottom line but feels a responsibility to his team AND his current and prospective clients. It’s fine line I don’t know I would handle as well.

    1. Selene Benjamin says:

      haha thanks, Pat! I can’t share here what some of my friends said when I told them about my new job with Firepole.

  4. Jim Hopkinson says:

    Quick, hands up if you’ve heard of IKEA. Everyone, right?

    OK, keep your hands up if you knew it was an acronym for Ingvar Kamprad (the founder), Elmtaryd (the farm in which he grew up) and Agunnaryd (the village in which he grew up). Um, yeah.

    When you look at the world’s most valuable brands, it’s tough to see any rhyme or reason as to what makes a company name successful or memorable.

    Consider these:
    People’s names: McDonalds, Disney, Hewlett-Packard, Ford, Ralph Lauren
    Initials that many people might not be even able to name: HSBC, H&M, ESPN, SAP, BMW
    Common words applied in a new context: Apple, Amazon, Coach, Red Bull
    “Obvious” names: Bank of America, Home Depot

    Fact is, branding is hard work and finding the perfect name is hard work (not to mention getting a good URL these days), but over time the message of a company will shine through if it delivers, no matter what the name.

  5. Sally Dougan says:

    The team likes it because they know the intended broadening of your vision and offerings. We don’t, so it is important for the audience to ‘get it’. Firepole had a tangible sense to it — of targeted immediacy. If a change was needed, better I think to have had, say, Look-See.
    Sounds catchy, ‘internetty’, and doesn’t need explaining all the time. Sorry to be neg, but sounds a bit like one of those names or logos companies pay consultants great fees for, but which don’t actually represent simple essence of what they do and want people to understand about them.

    1. Selene Benjamin says:

      Hi Sally,

      Not negative if you’re just sharing your feedback. And all feedback is welcome here. I think once we define the name with our work and actions, we won’t have to explain any more than we did Firepole Marketing. Thank you for sharing your thoughts!

  6. Remember when “Toyota” was a funny name? Or now Haier – Fujitsu – Ruud -: then there’s “Alphabet”
    From the comments – Its looks as tho’ biases are showing.
    Firepole – was an International company already. It had and continues to help clients from many countries and cultural backgrounds. Not just those of the North American Anglo-Saxon-German- backgrounds. Yet… Firepole is Anglo Saxon English….Not inclusive of the multiple languages that are in this creative – insightful team and clients.
    My take for “Mirasee” – [Envison a MIRAcle > SEE it come to pass]

  7. Darla says:

    This is what I love about Mirasee, the feedback from the audience! One thing I’ve learned is that feedback can be very valuable.

    I get to see it exemplified in Danny and the entire team every day. One of our six core values has to do with openness and transparency. Danny encourages us to be open and share our thoughts even if we don’t think he will “like” them. He is humble enough to not only listen but acknowledge if he is off-base. He does teach by leading. So, when you think that we are all jumping on the bandwagon to boost Danny’s ego that is far from the truth. We are expressing our true thoughts, just as we gave you, the audience, the chance to do the same.

    Any rebrand will have it bumps. The name may have changed, but only to reflect more fully our commitment to you.

  8. Rich says:

    I agree with Tom, Stacey, and Jami. The new name is meaningless – if you have to know Latin or Spanish to “get it” then what about the 98% of us that don’t? I think it’s a foolish name… you see this kind of thing all the time, a company with an established brand name change to something weird and meaningless and they’ve just lost all the brand recognition they’ve built up over years. Know you aren’t going to change it again but like I posted in the original post – Why didn’t you ask your customers FIRST what they thought and gave us 2-4 choices and THEN choose the most popular one?

    1. Selene Benjamin says:

      Thank you for your feedback again, Rich! I don’t know that you have to know Latin or Spanish to get it. I don’t know either one myself. But as I said in the post and in many comments, it’s most likely going to come down to what we do with our work that will give the name its meaning.

  9. Daryl says:

    Can I be honest here?

    I’m not sure what new people might think of the Mirasee brand, but as a long time reader to Firepole Marketing, it feels kind of new agey-and overly personal.

    For some reason, the idea of “Firepole” just sounded cool and awesome. Mirasee is a word that has no sort of connection or visual presence to me.

    Maybe I’ve gotten TOO accustomed to the “Firepole” name, and maybe Mirasee will grow on me!

    I understand that you’re moving in a new direction and that a rebrand felt necessary, but I don’t quite understand how the new name helps to give an image OF the new direction. It feels like you decided to change the name because the direction was changing, which to me personally feels like change for change’s sake.

    However, I still LOVE your brand and what you guys have been doing so I’ll continue to follow you anyway.

    Just my 2 cents.

    1. Selene Benjamin says:

      Hi Daryl,

      Yes, to honesty! I appreciate your candor and the constructive way your shared your thoughts.

      In the end, it will all come down to what we do as Mirasee. And I know we all plan on keeping up what is was that you love about the brand. So thank you for sticking with us!

    2. Lindsey says:

      Hey, Daryl! Thanks for the comment. There have been a few team members who have been a bit nostalgic in letting go of Firepole, so I get what you’re saying. I’m hoping it will grow on you, too, and we really appreciate the kind words. We love our brand and what we’re doing, too, and our audience is still at the heart of it all. 🙂

  10. Firepole had a vivid imagery…I’ve known firefighters and I envisioned the quick slide down the pole to get to the action. It’s also quirky.

    I would bet that many of your audience doesn’t think of Firepole or Mira-See but Danny Iny. Even ifThat’s true of most online consulting companies and many of them end up branding on the founder’s name.

    1. Selene Benjamin says:

      For me Firepole always brought to mind three things. Firefighters, Ghostbusters, and Bridget Jones. haha

      In the end, it will be about the work we do and the impact we make with our actions and words. Tony Robbins became synonymous with personal development by the work he did and his actions and words. If someone can make a person’s name mean something beyond someone’s name, why not a name someone created for a business? I think Mirasee has the potential to do that.

      Thank you for sharing your thoughts, Cathy!

  11. Patricia Preston-Roberts says:

    I like the new. name. I think it will appeal to women and men who know Spanish. It might be good to add the translation early on, like below the title. I love the idea of Look-See, but if people don’t know what it means, how can it help your brand?
    I really DO like, but if I hadn’t read your post, I wouldn’t know what it means!

    1. Selene Benjamin says:

      Hi Patricia,

      Thank you for your feedback! I’m glad you like the new name.

      At the moment, people don’t know what it means. But I think as we continue to do business as we always have and work to always improve what we do, we will give it meaning.

  12. Jami says:

    I *want* to be excited about the new brand. I do. But basically what this is telling me is that you went from a brand name that meant nothing to potential customers and *did* mean something to those in the know to a new name that *still* means nothing to potential customers and might eventually mean something to those in the know.

    In other words, I don’t understand what the change accomplished. In the lead up to the reveal, the focus was all on “the name didn’t help us express who we are to those who didn’t know us already.” I don’t see how this change will improve that situation.

    Those who don’t know you still won’t feel like they know you or what you do. Why wouldn’t you have changed it to something like Firepole Business Development or something? Just because it’s not “catchy”?

    At least a firepole is something tangible. People remember things they can attach to other information in their brain. Mirasee is intangible. I wouldn’t be surprised if people have a harder time remembering it because there’s nothing concrete there to make brain connections with.

    *shrug* Your business, obviously. But there are valid reasons for thinking this change is a misstep for what you *say* you want to accomplish. Don’t just dismiss that feedback as “eh, people just don’t like change.”

    1. Sabrina says:

      Good points Jami. I’m sure you can imagine that these concerns came up in discussions.

      Consider too – the purpose of Firepole Marketing is sometimes misconstrued because our focus isn’t primarily about doing marketing for people who connect with the firepole imagery for whatever reason.

      You may have heard Danny say, the story behind that name isn’t congruent with who we are and where we’re going.

      “Mirasee” may not yet have a story out there in the world, but it already has one within the culture of the company. We want to continue being visionary about doing business differently and better – whether that shows up in how we train fledgling entrepreneurs and other business leaders or develop our own internal culture.

      Really it *is* all about the students and customers who are also imagining a different way of doing business – our vision is to lead by example into a different, better future.

      It is not so much about what the name means to us all right now, rather it is about whether “Mirasee: reimagine business” has the capacity to represent all of what we need it to stand for in the future.

      In the interim, don’t you think we can weather the transition together?

      1. Jami says:

        Hi Sabrina,

        Absolutely. And I understand. 🙂

        I guess I like the “subtitle” of Reimagine Business better than Mirasee. *That* tells me what the business is about.

        So if you include the subtitle–Mirasee: reimagine business–in most branding, especially when dealing with non-insider people who don’t know your story yet, that might make more people happy. LOL! Thanks for the reply!

        1. Selene Benjamin says:

          I was coming to reply at the end of my workday but Sabrina said it all and so wonderfully! Thank you, Sabrina 🙂

          Jami, while it is my opinion that a lot of the responses have to do with being uncomfortable with change, I did not mean to come across as flippant about it, and for that I apologize. I believe all feedback is good and had hoped to convey that in all the replies from the post last week when we asked for everyone’s thoughts and opinions.

  13. Rocky says:

    Some of the replies below are actually looking at only a small part of the bigger picture. Let’s look at some terrible product names that have become huge successes.

    Nintendo Wii (“What? That sounds like a system about using the bathroom!”)
    iPod (“An Eye pod? What does that have to do with music?”)
    Toyota Corolla (“You mean car roller? Are you implying our cars are unsafe?”)

    All these products/brands have elevated beyond their names. I look forward to doing the same for Mirasee.

    1. Ruthy says:

      Not to mention big names like Nike, Monsanto, Apple, etc.
      it’s the vision and quality that make the name – not the other way around.

      1. Selene Benjamin says:

        When the iPad came out, I kept saying, “but it’s just an iPhone only bigger. Why do I want a big iPhone?”

        Then I got one as a gift, and I use it CONSTANTLY! ¯\_(ツ)_/¯

  14. Priya says:

    If Firepole marketing didn’t make sense, Mirasee isn’t that much better. You don’t hear Mirasee and think hmm… fabulous marketing company with a visionary behind it.

    However, I know some conversational Spanish, and I loved the name when it was revealed! To me it made perfect sense, I’m not sure many people will actually get it.

    1. Selene Benjamin says:

      Hi Priya,

      Thanks for your feedback. I’m glad you love the name! While I wasn’t there for the choosing of it, I can say a lot consideration went into not just the name but the whole idea of rebranding.

      Firepole did and didn’t make sense. And Mirasee may or may not. Who knows? I still have no idea what an Apple has to do with fancy and expensive technology or recording and a popular British band in the ’60s. But I do know we’ll keep on doing what we do!

  15. Stacey Riska says:

    I’m really surprised. The “old” Firepole Marketing was about “asking customers what they want” and this “new” Mirasee is all about “you”. This whole article was about you, what you think about it, yada yada yada. The name/logo looks like one of those prescriptions you see advertised on TV. It doesn’t say who/what you are – and if you think it does – then you’re not “listening to your customers”. I agree with the comments already posted…..go ahead….ask 100 people about your new name/logo and see what they say…..

    1. Selene Benjamin says:

      Hi Stacey,

      Thank you for your feedback. We started an “Inside Firepole” series because of questions we would get from our readers and students and will be continuing the feature with “Inside Mirasee.” Coming from freelancing, ghostwriting, and the corporate world, I thought it was interesting that people wanted to know about the inner workings of the company. But they do! It’s also a good way to share news and introduce new team members.

      Yes, we did give the team members a chance to share their thoughts about the rebrand in this post because people were curious. But Inside Mirasee is not a regularly scheduled feature and I can assure you, we have lots planned in the way of useful content coming your way.

    1. Selene Benjamin says:

      Thanks for your feedback, Michael. Actually nothing has changed. We educate people who want to create a visionary business and help them become profitable while staying true to their values.

  16. Tom says:

    The Shack

    What response do you have.
    Who/what are these companies?

    Step away from the Firepole community for a minute.

  17. Tom says:

    Please reimagine this bland, meaningless
    name. You are listening to emplouees and
    die hard fans of Danny.

    Ask 100 strangers what they feel about the
    new name – without a long winded explanation
    of what it means and listen to the responses.

    And please visit my site I have renamed
    Mxylptsc. I feel my rebranding says it all.

    1. Lindsey says:

      Hi, Tom. Thanks for sharing your feelings and advice.

      While we realize we can’t make everyone happy with our choices, we do our very best to make decisions we feel will be the most beneficial to everyone involved – most importantly, our audience. This post is indeed about what the team thinks, but it was written to share our thoughts – transparently – with everyone who is curious to know. We’re not trying to sell people on the name, necessarily, as it’s already in place. It’s simply an honest, inside perspective.

      Thanks again for the comment, and thanks for taking the time to read the post. We appreciate you and your time!

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