What's behind the name "FrontLine"?
[frunt´ lin] adj.
1. of, or pertaining to, or involving the forefront in any action, activity, or field: a frontline TV reporter.
2. highly proficient or experienced in the performance of one's duties.
— Random House Webster's Unabridged Dictionary, Second Edition, 1997
The word “frontline” has several connotations. In the context of this consulting company, it captures the simple but effective idea that to write about a business or institution, you first have to understand it. There is no better way to do that than speaking with the people who have first-hand experience. If you want to learn about the company’s products, talk with the responsible person in marketing, or better yet, a sales representative who has daily contact with the customer. If you want to find out about the science behind the product, go into a lab and speak with the researchers who developed it.
Not only does this method garner valuable information that often gets filtered out by the time it reaches the top of the organizational pyramid, but it often reveals fascinating individual stories. Developing this human angle can help flesh out the “corporate culture” that makes every company distinct.