We very quickly decided to use the image of a butterfly to represent ChangeSmith. We initially selected the butterfly because it symbolizes a baby girl whose incredible courage inspired the formation of this company. But several other applications quickly became apparent. The most obvious was the metaphor of our clients' investment [the chrysalis] in understanding and managing their culture so that it could be the valuable asset [the butterfly] most clearly demonstrated by international business titans such as Apple, 3M, Google, and Southwest, among others. Other applications also resonated. In Japan, the butterfly is sometimes seen as the personification of a person's soul, much in the same way that we see culture as the soul of an organization. This parallels the ancient Greek for butterfly, ψυχή, which translates to "soul" or "mind." An organization’s people are its soul, and if they are of a common mind, there is a valuable business advantage.