I like putting things together. But I like taking them apart a little more (which explains my workbench). Words are different, though; I really enjoy writing so it was a little odd to have a discussion about pulling apart the MindTribe tag line:
Engineering Moxie
When I heard this initially, I liked the sentiment- a product design firm needs to have some moxie-tastic confidence to still be around after the slump of the last few years. I didn’t give it much thought until I started working here.
I was too narrow in my thinking. I’m not certain how it came up but another MindTribe engineer said the tagline as
Engineering Moxie
As though he was saying that we make moxie possible; we build an environment that lets out clients’ moxie. I opened my eyes to the possibilities.
Deconstructing the phrase, there is a lot packed into only two words.
Moxie
First, depending on how I searched for moxie, I got different definitions (though a single etymology: “1908, popularized by Moxie, trademark name registered 1924 for a bitter non-alcoholic beverage; the word was used as far back as 1876 as the name of a patent medicine advertised to ‘build up your nerve’” [link].) The definitions fell into three categories:
- Energy: vigor; verve; pep.
- Nerve: courage and aggressiveness; determination; gumption; guts; grit.
- Skill: know-how.
Moxie, to me, is the word that means all of these things. That is why it is a word; it encompasses all of these other concepts.
Engineering
As for engineering, it is a noun, verb and adjective so lots of possibilities (verbing weirds language). The formal definition is interesting [link]:
- the activities or function of an engineer.
- a : the application of science and mathematics by which the properties of matter and the sources of energy in nature are made useful to people b : the design and manufacture of complex products.
- calculated manipulation or direction (as of behavior).
Engineering Moxie
So combining all of these, what does it total to? Since moxie is moxie, it all depends on how one interprets engineering:
| How to say it: | What it means: | Think of : |
| Engineering Moxie
where engineering is a noun masquerading as a possessive adjective |
Having confidence (and more) as a product development team | Engineering (department) donuts |
| Engineering Moxie
where engineering is a verb, the gerund of “to engineer” |
Helping our clients build the ineffable moxie in their products | Making widgets |
| Engineering Moxie
where engineering is a verb, also gerund of “to engineer” but more direct (and moxie as an adverb-like descriptor) |
Developing products, done with boldness and creativity | Creating purposefully |
| Engineering Moxie
where engineering is an adjective, pertaining to the function of an engineer |
A special type of guts and verve: the guts to create | Moxie, form of engineering |
What meanings did I miss? How much more room is there between those words? (Let me know in the comments.) So far, though, I am quite pleased with the versatility of our tagline and how well all of the meanings fit MindTribe.
