When we created Aptitude Internet Solutions in 2010, my partners and I first made a list of things we liked and disliked about internet service providers. We discovered that our biggest complaints—hidden fees, impersonal service, spotty or slow connections, data limits—were shared by many, especially those living in rural areas. The question, then, was simple: “How do we make the internet better?” From the beginning, we set out to change the internet service culture by treating customers less like “subscribers” and more like family members, friends, and neighbors. For years, this client-focused approach has influenced every aspect of our business, from the way we communicate with customers to our rejection of industry standards like data caps, exorbitant late fees, and constant rate increases. Above all, we strive to provide people with the fastest, most reliable, and most affordable internet access possible, regardless of where they live or work. The internet can and should be better; at Aptitude, we strive to make it so.