History & Name
Founded in 1999 by market strategist Nilofer Merchant, Rubicon Consulting has humble roots. Our first “office” was the kitchen table in a tiny condo in Atherton California. We’ve now got corporate offices, an exceptional team, a methodology for repeatable success, and some outstanding successes in the rear view mirror.
People often ask about the name. It’s got a history. Rubicon is the famous river in Italy that is invoked in the phrase “Crossing the Rubicon” when a monumental decision changes the course of history. By crossing the Rubicon with his army, Julius Caesar took an irrevocable step toward establishing the Roman Empire and driving the rapid growth of Rome. So the name refers to taking decisive actions, thinking creatively, and also achieving great things. Ultimately, winning markets requires the same insight — to see something no one else sees, to be fresh and open to new approaches, and to act decisively so you can achieve greatness.
High-tech companies are at the cutting edge of innovation and of new markets. The challenge for a high-tech executive is to cross their own “Rubicon,” to determine and then implement the right set of decisions and plans to change the fate of their firm. At Rubicon, we spark that process.
We started with “go-to-market” planning, which we still do. Now, we’ve expanded to include market and product definition, competitive strategies, and more. What remains unchanged is our commitment to deliver provocative and actionable strategies, paired with clear and practical action plans. And we stick around to make sure our client is successful.
Learn more about our practices.