The story behind OUR name

The “crux of the matter” is a term often used to describe the critical aspect or most important point of an issue. “Crux” also refers to the most challenging part of a route or track. It takes knowledge, experience, and capacity to identify and effectively deal with the crux of the matter. This is where our founders – Ketil, Samson, Lars Erik, and Jan Petter – found their inspiration when naming the company in 2005. 

Today, it remains a powerful inspiration in our work with clients. 


noun (pl. crux·es or cru·ces [‘kru∂isez]

  1. The basis, central, or critical point or feature: the crux of the matter; the crux of an argument.
  2. A puzzling or apparently insoluble problem.
  3. The hardest move, or series of moves on a climb.