"When we started Angie's List in Columbus, Ohio, in 1995, it was called Columbus Neighbors. I was the only employee, and I was the one who answered the phones and went door-to-door signing up contractors to join."
"We decided to change our name to draw attention to the list and the fact that you could call us to help you find the kind of professional you needed for your home project."
"I didn't know where we were going creatively with this, but I knew it would be outside my comfort zone. I'm an introvert. I'm not a performer, but I said, OK, we can give it a try under one condition - that we do not build me a new persona."
"I think that simple decision was what made the whole thing work, and it became really important."
Angi, originally named Columbus Neighbors, was founded in 1995 by Angie Hicks in Columbus, Ohio. Initially, Hicks was the sole employee, personally signing up contractors and answering calls. The name change to Angi aimed to clarify the service offered to homeowners. As the company expanded, Hicks became the face of the brand, participating in TV ads while maintaining her authentic self. This authenticity resonated with customers and contributed to the brand's success as it grew across multiple cities.
Read at www.businessinsider.com
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