Hoover famously did it, though people still Electrolux in Sweden. Google is the modern master of it, and eBay, Airbnb and Uber are getting in on the act. But it is still a challenging task to make the name of a company into a verb. Keith Krach says he came out of retirement to do precisely that.
Krach, 57, is the former dotcom whiz who cofounded software group Ariba in 1996 to transform company procurement processes and built the company as chairman and chief executive to a peak market capitalisation of $34 billion before leaving in 2001, after which its value tumbled in the dotcom crash.
As he took time out to climb Mount Kilimanjaro with his son, Krach thought he might spend the rest of his years spending his winnings and sitting on the odd board.
Ariba was eventually bought by SAP for $4.3 billion in 2012, but by then Krach was well into his next serious project, having joined the board of DocuSign, an electronic signatures startup that had been formed in 2003 by Tom Gonser, now the company’s chief strategy officer.