4AM DESIGN AND TECHNOLOGY LABS - BLOG

When we started 4am we thought hard to come up with the one thing that will eventually set us apart – after much discussions, arguments and disagreement we finally agreed that it would be our commitment to end user satisfaction. We decided that we would start out by building a culture wherein we would do whatever it took to ensure that our end users were satisfied – even if that meant working at the oddest of hours.

After looking around (and asking around) a little, we found that most people, when asked to name the oddest possible hour in the day, would, more often than not, come up with 4 in the morning. 3 am, most people agreed, was night. 5am on the other hand was morning (although they were quick to admit that they hardly ever woke up then). 4am however, was neither here not there – it was not really night, nor was it day.Whats more, it was nearly always too late even for a really late sleeper and just a little too early for an early riser.

When we started to research this seemingly interesting hour of the day, we found that we were not the first to have found the eeriness of the hour. A performance poet and multimedia artist named Rives gave a talk at Ted in which he “folds history into a series of coincidences surrounding that most surreal of hours, 4 o’clock in the morning.”

We later also found that 4 in the morning is what is called “Brahma Muhurtham”

Brahma Muhurtham is a time early in the morning. Since most people are asleep at this time, one is neither disturbed by their physical presence nor the  vibrations of their Minds. This time is considered to have a calming and encouraging atmosphere.

Although it is not clear that four in the morning is actually “Brahma Muhurtham” there are sources that claim that this is in fact the case.

Our interpretation of the subject is neither spiritual nor religious but instead more of a reference to the “Atmosphere” at that time of the day. We hope to have a similar culture within our organization.