Lovable returns: Why boomerangs are my favorite metric

At ArcTouch, there’s a term we’ve grown to love: "boomerangs." It started as a playful internal term but has evolved into something deeply meaningful. 

So, what exactly is a boomerang? It’s someone who leaves — whether an employee chasing new dreams or a client exploring other paths — and then returns. Each ArcTouch boomerang tells a story of connection, trust, and mutual respect.

To me, boomerangs aren’t just a quirky metaphor — they’re a profound validation of our company’s core purposes: building lovable products for our clients and creating a lovable workplace. And in my view, those two things — successful products and fulfilling employment — are inextricably linked. We could not have one without the other.  

A boomerang client’s return: Trust under pressure

When a technical leader we worked with for many years at a Fortune 100 media company moved to a new role as senior VP of engineering at a rapidly growing travel company, he found himself in a tough spot. He inherited a critical app development project with an ambitious feature set and a challenging schedule. The project immediately placed him under intense scrutiny as a newcomer — and put his professional reputation on the line. Under immense pressure, he needed a partner he could trust implicitly to deliver quickly and flawlessly.

He called ArcTouch. His reasons were simple — he trusted us based on past experiences. Hearing him say, "I know and trust ArcTouch and the quality of your work," was incredibly validating.

The result? We swiftly ramped up a project team that's delivering on every milestone with the quality and reliability he had expected. And more importantly, we’re helping him shine in his new role. This boomerang moment meant more than just a business transaction; it was a profound affirmation of trust, craftsmanship, and partnership.

Boomerang employees who return “home”

Our love for our work and our people creates a magnetic pull. Employees who leave to pursue other opportunities often realize what they had at ArcTouch wasn’t easy to find elsewhere. Two recent "boomerangs" highlight this beautifully.

One employee shared, "ArcTouch is where my career started, and returning was more than familiarity — it was about coming back to a culture of craftsmanship, innovation, and global collaboration. ArcTouch still felt like home."

Another returning employee said candidly, "Leaving ArcTouch was never about dissatisfaction — it was about exploring a unique opportunity I couldn't refuse. But even as I left, I planned to return. The team spirit, technical excellence, and pragmatic leadership here are rare. I missed the dynamic environment, the variety of challenges, and feeling genuinely impactful every day."

These aren't just stories of returning employees; they’re powerful affirmations of a workplace culture built on respect, growth, and genuine affection for one another. And I couldn’t be prouder. 

The ‘lovable’ difference

At ArcTouch, we've been designing and developing digital products since the dawn of Apple's original App Store in 2008. Our products help brands and businesses connect meaningfully with their most valuable customers and users. Our mission goes beyond merely creating functional digital products — as we say on the ArcTouch homepage, we strive to create “lovable” experiences. Boomerangs are proof that this love travels in all directions, transcending transactional relationships and daily tasks.

For example, one former client from 2010 recently returned in 2024 — nearly 15 years later. Such a return is extraordinary in the rapidly evolving technology landscape. It shows that the impression ArcTouch makes on a single project can last years or even decades. That realization is inspiring — though, admittedly, that responsibility is also a little daunting.  

Measuring success through boomerangs

At the start of 2025, I set a company-wide goal: to celebrate our boomerangs openly and increase their number. In the first quarter of the year, we've welcomed back eight boomerangs — four clients and four employees — and we're ambitiously aiming for more than 20 by year's end.

Why track this metric? Because boomerangs are the ultimate validation. They tell us we’re succeeding in building more than apps and a workplace — we’re creating meaningful connections and lasting relationships.

Celebrating a true measure of success

Every boomerang represents a powerful human connection — a testament to trust, quality, and loyalty. Each return validates that “lovability” isn’t just aspirational — it’s attainable and real.

In a fast-moving world where loyalty is often fleeting, boomerangs remind us of the enduring power of genuine relationships. As a founder, they remind me that we’re doing something deeply right.

So here's to celebrating our ArcTouch boomerangs. Thank you. We appreciate you. 

And may we always welcome you back warmly, because you are our greatest measure of success. 

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