For reasons unclear or unknown, I called my first born child Lidia “Busserino” (long u), and BUSS for short (rhymes with goose).

When Baumgartner Urban Systems Strategy jumped off the page as BUSS, there there was no turning back.

There were iterations of BUSS logos with line or umlaut over the U as in BÜSS, but it got vetoed by my beautiful and supporting wife. “You’re from Utica, not Berlin” I believe were her exact words.

So BUSS it is… but Lidia will always be the Original BUSS. For father’s day she got us these amazing shirts. The best.

Thank you so much to those who remember it rhymes with moose, and caboose. I appreciate it! My first holiday card below to reinforce it.

I promised my Son that the next company I start will be called JONES (Anthony’s nickname!).

Maybe I’ll go with JÖNES.