First, there’s the name of the company: Dirt. Short, snappy, pithy, a four-letter, one-syllable word that cuts to the chase.
In truth, the name is DIRTT. Just as good. Only better. Especially when you learn what DIRTT stands for: Doing It Right This Time. Five words, six syllables. It’s strong and affirmative. It’s an oath, an assertion. Rather brilliant, really. Isn’t that what we all want — from ourselves and others, from people who are working for us? Just do it right. Don’t mess around. Don’t waste my time. Don’t be sloppy.