Fabienne Fredrickson and her team were preparing to evolve their business to reach more than a million entrepreneurs, expand their curriculum to include a more spiritual mindset, and better communicate a deeper sense of how they help their business students go beyond what they thought possible. Originally named Client Attraction, the name did not capture the magnitude of transformation that their clients were experiencing. They needed a name and image that represented the impact they were having with their clients and the unique community they were creating. They wanted to connect at a deeper level with their clients and inspire their team to fulfill on a bigger mission. Entelechy, the vital force and drive within each living thing to reach its full potential, was the word used to describe what Fabienne was activating in their clients.