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As a firm specialized in investments in the future, we believe that it is essential to understand our philosophy, and therefore we invite you to read this introduction to “our world”.

We live in an era of inventions and innovation, and you, the reader of this now, had experience of a new “something” that you deemed not worth, or very valuable at a point in time. Some years later, the element that you thought of, revealed just of a very different utility than you thought at the beginning. That is the difficulty of assessment of the disruptive nature of an invention or innovation.


   Who was Aton-Râ?


In the 14th century BC, in the great city of Thebes was born and came to power Amenhotep IV from the XVIII dynasty of Egyptian Pharaohs. He was born different than the other Pharaohs, he had a long neck, slim arms and upper body, and he looked weaker than most other.

Amenhotep IV is especially known as the first Pharaoh who instituted a unique God, Aton, the sun-God and abandoned traditional Egyptian polytheism. Aton was already known as a facet of Râ, the creator God in the ancient pantheon. The real change was the apparent abandonment of all other gods. Amenhotep IV renamed himself Akhenaton (Ankh, the breath of life, Aton the unique God). The first monotheistic religion was born!

Akhenaton tried to bring about a departure from traditional polytheistic religion of Osiris, Isis and the other gods of the Egyptian pantheon, in favor of the unique God Aton, yet in the end it has been rejected.  After Akhenaton's death, his monuments were dismantled, hidden and his name was not included in the king lists.

Toutankhamun, the son of Akhenaton and Nefertiti, became Pharaoh when he was 9 years old. The traditional polytheistic religion was re-institutionalizing under the control of the former vizir of his father Ay, and the general commander of the Egyptians armies Horemeb. They would actually sit on the throne some years later. And so, the polytheism would reign again over the land of Egypt.

The success of the cult of Aton was not absolute. This new monotheistic "invention" and its depth faced challenges, it has definitely paved the way for the birth of modern monotheistic religions.

Therefore, it could well be that these few years of institutionalized religion of Aton-Râ, was at the origin of the monotheist religions that would embrace the world, representing today more than half of the world population.


When considering the chain of the following highly interesting points, the new historical horizons open up:


  • Moses, educated in Egypt, led the first Abrahamic religion followers out of the country across the red sea during the same period according to the Exodus in the Old Testament.
  • Remember, the bible says that Moses and his people were followed by the chariots of Ramses II in the Exodus. Ramses II was no other than the follower of Horemeb who was the destroyer of Akethaton (City built in the name of Aton).
  • One interesting hypothesis is that Ramses II could have wanted to kill the monotheist who has survived the destruction of the city built by Akhenaton. Or maybe his purpose was to eliminate someone who could have had legitimate right on the throne? (Moses?)
  • By climbing Mount Sinai and approaching the sun, Moses came to meet the God and to receive the Ten Commandments from the sky (according to the Old Testament). Is it possible that Moses went up to see the Sun-God, thus Aton?
  • When Moses came back from the mount Sinai and he found his people worshiping an idol, the “golden calf”. The holy cow is also represented in the Egyptian pantheon of gods as Hathor, daughter Goddess of Râ. Moses’ people could have kept Egyptian tradition in their culture and the “golden calf” could represent Hathor.


This is the AtonRâ phenomenon: 18 years of institutionalization of a new God around 3500 years ago in Egypt have influenced the world beyond what anyone could have imagined back then.


Having AtonRâ vision


It has been largely demonstrated that mankind is poorly equipped to project the impact of new inventions. As the story of Aton-Râ highlights, very often the truly disruptive innovation faces resistance on the initial phase of its development. Throughout the time, it is remarkably reshaped and transformed to fulfil the needs of the demand it created.

At AtonRâ we have reached this conclusion after many years of research and experience. Having learned the story of Aton-Râ and the principles that guided the innovation in Egypt, we have immediately embraced the name and have defined our vision. Technology is what we are specialized in. Although all technologies are disruptive,  the magnitude of it is unknown and depends on the importance of its future applications.

Wisdom and vision are required to assess the degree of disruption of any technology. If the tech bubble in the years 2000 taught us one thing, it’s that not all investments in high growth technology firms do well.


Amara’s law states: We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run*

*Roy Amara was an American researcher, scientist,
futurist and president of the Institute for the Future


Having a 2 or 5 years’ horizon is simply not enough to successfully perform this task, it is essential to possess the serious financial expertise and a fundamental vision for the final value. When embodying this identity, we have the possibility to maximize the probability to pinpoint the invention that is likely to revolutionize the world.

We have called this the AtonRâ vision. And this is why, and in perfect line with our cultural identity, we have embraced the AtonRâ name. Because this is who we are.

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