In 2012, Par8o wanted to launch in a splashy way. Named for the economist, Pareto, we wanted to incorporate him into the branding. We took pictures of a cardboard cutout of Pareto as a doctor in locations throughout Boston and Cambridge, to establish the company as locally based. I added the Par8o logo to the pictures, and tweeted them with quips about his tour of the area.

In addition, I wrote the #KnowPareto tweets, which were interspersed with the picture tweets. The #KnowPareto series, seen below, sought to introduce the namesake to the public:

#KnowPareto

I was born in Paris in 1848, amid revolutions, to an exiled noble Genovese family. #KnowPareto

I started out as an engineer, and I made my nerdiness work for me. #KnowPareto

After a few drinks, you all start to appreciate my paper on the Fundamental Principle of Equilibrium in Solid Bodies. #KnowPareto

As a young man, I believed passionately in a completely unfettered free market. I was quite fiery, if you must know. #KnowPareto

I once denounced socialist leaders as an "aristocracy of brigands," which is far more eloquent than a lot of what you hear today. #KnowPareto

I studied sociology to understand why my economic theories didn't work out in practice. Turns out people don't always make sense. #KnowPareto

The ruling elite starts conservatively, then gradually turns to risk-taking and speculation as they become too comfortable. #KnowPareto

The risk-taking of the ruling elite inevitably ends in catastrophe, I'm afraid, and a new conservatism takes hold. #KnowPareto

"History is a graveyard of aristocracies." Yeah, I said that. Pretty badass, right? #KnowPareto

I found that 80% of the wealth and power in any given society was held by 20% of the people. A naturally occurring pattern. #KnowPareto

And, yeah, the fascists liked my rather harsh, Darwinian findings. And, okay, I kind of liked the fascists. #KnowPareto

Democracy is an illusion! A ruling class always emerged and enriched themselves. So why not just go fascist, right? #Um #KnowPareto

Fascist schmascist! I could never really commit. Just ask my wives! #KnowPareto

And, come to think of it, I was pretty fond of civil liberties and, of course, free markets. Why'd I like the fascists again? #KnowPareto

At any rate, I died less than a year into Mussolini's reign. How'd he do? Oh, really? That bad? #KnowPareto

I died in Geneva, surrounded by cats, in the company of my French lover. Beat that, Milton Friedman! #KnowPareto