A small shift in perspective can make a large difference (image credit Ekaterina Bolovtsova)
Names are important. They help us describe, differentiate, and remember people, objects, and places. A good name makes sense and feels right. Our name, Fullfill, reflects what we do, how we do it, and why we do it.
“Fullfill” is a cheeky description of our core service, to offer refills. To “fulfill” is to complete something as intended, and so to “fullfill” is to fully complete something as intended; specifically, to fully fill your refill container, if that is your intent 🙂.
By changing “ful” to “full,” we also shift the pronunciation and meaning of a word – our name. Instead of saying “ful-FILL,” we say “FULL-fill,” putting the emphasis on “full.” This is because we want our customers to experience a fullness that comes from expressing their values. We know that refilling can feel less convenient than alternatives, so we want to focus on the sensation of making the right personal choice despite tradeoffs.
Just as adding a single letter to a word can change that word’s intonation and meaning, taking a small action, like refilling, can change our perspective and relation to the world. This happened to me; for most of my life, I took product packaging for granted. Eventually, I grew frustrated with trying to dispose of it responsibly. I started refilling to avoid acquiring new packaging, and then founded Fullfill because there were no refill shops near me in South Seattle. And so Fullfill is dedicated to small changes and actions that shift our lives towards ever more meaningful actions. What can we do today to live in the world we want?
A good name inherits meaning from its history and passes on its legacy. This is why we are proud to call ourselves Fullfill.
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