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Part One – Why “Incognito”

Published on 24 Aug 2012


When you’re given a name, you eventually grow into it. Luckily for us, we knew right from the start that it would be a good fit. The first tradeshow we exhibited at was in Boston and like any startup, we were short on money. A friend of mine who was helping with the company had his mom build a booth for us out of black PVC and felt. We spent money on ordering signage and eagerly waited for it to arrive on opening day. Somehow, the signage never made it to the stand and we were left with a completely black booth. The first passerby who came to the booth said, “Oh, you guys are very incognito!” and indeed we were. The second show attendee asked me what the company name was. I asked for him for a guess. To which he replied: looks Incognito”. From then on, I knew we had the right name.

August 24th, 2012 marks the official 20 years of Incognito Software. When I started this company two decades ago in my spare bedroom, I never could have imagined that it would be where it is today. It’s been quite the trip and I’m looking forward to what the future holds.