The Rebar Interactive name was selected because rebar signifies three elements that are core to the company’s being. These elements are also reflected in the Rebar Interactive tagline — “Reconstructing Clinical Research®.”
Strengthening Clinical Trials
Similar to concrete, the clinical trial industry is being subjected to great stress. The current research model is unsustainable, and many clinical researchers feel the load of that stress.
Rebar Interactive’s role is to strengthen clinical trials using a fresh perspective and emerging technology.
One of the successes Christensen describes is that of minimill steelmakers. The minimills entered the steel market initially by producing rebar, which the integrated mills considered to be an unattractive market and were happy to cede. The minimills then continued their march upmarket until, eventually, the entire steel industry was disrupted.
The name Rebar serves to remind us how seemingly inauspicious seeds can grow to reconstruct an entire industry.
People: The Company's Rebar
Last but certainly not least, the Rebar name represents appreciation for people, the company’s “rebar.”