Finding The Best Direction

If the intention of the majority of consultancy practices is to keep a low profile and remain totally anonymous in their chosen marketplace, then they succeed with flying colours. The name of the business is usually anodyne, often contains the word 'associates' and is instantly forgettable unless the practice employees 3000 staff in 20 locations. Cambashi sits neatly outside that genre, prompting at least one question about its distinctive name, thereby ensuring that anyone with the remotest interest in the subject area of the business remembers rather more about its services than might otherwise be the case.

Such is the nature of the IT services community that has sprung up in the Cambridge area of England, that the local phone book sports literally dozens of names implying an affiliation with the City or its seat of learning. Take the Japanese word for 'bridge' - the Romanji transliteration would be bashi and the derivation drops into place when it is realised that the