Why Are We Called "Windmill"?

Our industry is overrun by firms known by initials and acronyms: noble competitors such as SSAI, SAIC, TRW, CTI, CEW, and BVD; many great firms with descriptive technical names, doomed to anonymity in an alphabet soup.

“Windmill,” on the other hand, is a recognizable image, not a technical specification. The first letter, W, is harder to say than the entire word Windmill.  This was deliberate. Try repeating “W I I” three times rapidly. It's very difficult. On first exposure to our name, some people laugh, some joke, and still others ask why. All of them, however, remember our name. The name is its own mnemonic.

Windmill International, Inc. is in the acquisition business. Acquisition management is often characterized as the science of draining swamps. What better device to do it than a Windmill? After all, the Dutch reclaimed much of their land using windmills.

A final remark is in order for the folks familiar with the story of Don Quixote’s confrontation with his perceived enemy:

The Windmill Won!