![Pareto Arrives in Cambridge](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636803262-6Z84P7F5RG7NM0E5W9DD/1-massavebridgeskyline.jpg)
![Pareto at Bunker Hill, thinking about revolution](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636803691-FICZQYJGCCDFQXCYKIPA/4-bunkerhill.jpg)
![Pareto visits the old T-Rex at the @MOSBoston, and is reminded that the things we think we know change.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636804019-H68X052CL3RFR57VUQNP/5-mosdinosaur.jpg)
![Pareto at @MassGeneral worrying about the emergency in health care](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636804671-NOU6ONFZZJ68ARLKGPIE/10-mgh-er.jpg)
![Pareto admires the @RedSox for finding value in players that no one else could see.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636805008-G63TPIB2XO0QHLXQQITY/12-fenway.jpg)
![Pareto at the USS Cassin Young admiring what the Greatest Generation achieved working together.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636804542-UCREP6L71ITA4M4MLVYU/9-ww2ship.jpg)
![Pareto stops at a mailbox and contemplates changing technologies.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636804499-3DQZECXYDQX6HRXJ5OWB/8-mailbox.jpg)
![Pareto at the @USSConstitution, contemplating a show of force](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636804285-ZPCRY3KBF12V0IU265LV/7-ironsides.jpg)
![Pareto stops by @MITSloan. He ponders the Long Tail.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636803398-3UN7ULEW5FANL8QSA8W1/3-sloan.jpg)
![Pareto stops by @HarvardBiz. He wonders: what are their solutions to the Health Care Crisis?](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636803707-6OOEZJCVVV7VM3F7Q4C9/2-harvardbiz.jpg)
![Pareto occupies Harvard. 99% seems out of whack.](https://images.squarespace-cdn.com/content/v1/527a5c1de4b0d2d8bd1bceb8/1422636805143-UZMTEF3XMT8ELMLKFOSM/11-occupyharvard.jpg)
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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