Yeah but ARK is chosen by God
>I decided to name my company after the Ark of the Covenant, because as I was going through that very difficult period starting in ‘06, where the market, nothing made sense to me, I started reading the One-Year Bible, after I would read the passage for the day, I would then just open it up randomly and say, “God, speak to me. Just show me what to do. Show me Your will. Show me Your way.”
>And not every time I did that, but I would say every third or fourth time, I would run into the Ark of the Covenant being taken into the Israelites, taking the Ark of the Covenant into battle before them, because they believed that the presence of God was in the Ark of the Covenant. As I began to get this idea of a firm going and realized that I was fighting this war, I knew I had to name my company “ARK” for Ark of the Covenant.
>I founded the company out of faith. I got this calling one day when I walked into my home. It was a beautiful summer day. I walked in to complete silence, which was very unusual in my household at that time. The children were all gone to Christian camps and other activities. And so I was all alone for the first time ever in my house, all alone for two full weeks. And I walked over to the kitchen island and I wasn’t happy and I wasn’t sad. I was just, Wow, this has never happened to me before.
>As soon as I said that to myself, I felt a wham and I really feel like that was the Holy Spirit just saying to me, “Okay, this is the plan.” And the idea was basically, “Look, you’ve been a student of disruptive innovation your entire career. Why don’t you disrupt your own industry? It’s broken. Why do you disrupt it with some of these new technologies? Why don’t you harness social media? Why don’t you invite people in—even your competitors—to brainstorm about these new ideas, to help spread the word?” And so I did that, and it’s been amazing. It’s so much better than anything that I could have possibly imagined.