What’s in a Name? The story of the Greek God of Protection

As Shakespeare once wrote, “What’s in a name? That which we call a rose by any other name would smell as sweet.” Although names are indeed arbitrary labels in some cases when choosing a name for a child or a new company, it has importance.

Over the last year, people have asked us about the origin of our company name, Itus (pronounced ‘eye-tus’) Digital.  So, we thought we would share how we came to choose it and what it means to us.

Who was Itus?

When we founded the company, we researched several ideas for names. Then a founder came across a story describing a Greek God of Protection, whose name is Itus.  All of us knew this name was a perfect fit.  In Greek mythology, Itus is the quiet and humble protector of Apollo – one of the most important Gods and son of Zeus.  He is armed with two swords and takes a vow to protect Apollo with his life. His mission is to identify potential threats and thwart them, allowing Apollo to ward off evil forever.

We believe the most critical aspects of asset performance management initiatives are:

  • managing asset strategies,
  • monitoring asset health,
  • identifying failures and mitigating them.


How “Itus” Relates to APM

Often, we see customers heavily invest in the definition of asset strategies but then stumble on the actual implementation. These strategies must include governing the mitigating actions because that is where they will realize the actual value. We fix this challenge. How? First, by giving customers the ability to define their asset strategy easily. Second and more importantly, we offer capabilities that actively monitor your maintenance plans, equipment condition, operating state, and corrective actions.  We call these “protections” that leverage analytics to monitor the current state of your equipment continually. They are the key to ensuring you have mitigated the known risks to your assets and business.

With all this in mind, what’s in a name? Ours truly reflects our mission. Itus Digital, quietly protecting your assets from failure risks through strategies and asset twins.