If there’s one thing I’ve learned as an entrepreneur, it’s that businesses are living breathing entities. They grow and change along with customers—sometimes so much that they must shed old skin.

Seven years ago, when I launched Worldwide101, new attitudes about remote work were just emerging. Business leaders began looking to us for high-quality virtual assistants via subscription, but they still insisted on keeping key operational talent on-site and on staff.

Today, those same leaders are embracing premium subscription staffing at virtually every level of their organizations. Over the last 12 months, we’ve deployed team members on a subscription basis for roles including project management, marketing support, and bookkeeping, in addition to executive assistance.

While they’ve been digging the service, our customers have never been shy about expressing less-than-loving feelings for our name. When I first coined it, I thought Worldwide101 would convey the ease with which we helped them connect with remote staff. I guess not! One longtime client told me our name made him think of a cheap offshore call center, and that he wouldn’t have reached out if not for a friend’s insistence.

In other words, the more our clients embraced premium subscription staffing, the more our name felt out of place.

Once we committed to finding a new name, we wanted one that would express the heroism of our clients and our employees—their willingness to move beyond the status quo and their courage in forging a new path. That’s why we chose Boldly.

Boldly is how leaders are embracing premium subscription staffing to build new teams and grow their businesses with unprecedented skills and flexibility.

Boldly is how ridiculously talented people are joining our team to remotely contribute to amazing businesses while developing their own fulfilling careers.

Boldly is how together, we are changing the way people work.

(Our trademark attorney agreed to let us use Boldly as long as we didn’t make any Star Trek references, such as how “we’re boldly going where no staffing solution…” I can’t complete that sentence, but you get the idea.)

So welcome to Boldly, the premium subscription staffing company.