When asked whether the novel “The Unbearable Lightness of Being” inspired CapitalThinking’s logo — a cobalt-blue bowler hat — the company’s chief executive, Heather Shively, laughed and said, “That and ‘The Avengers,’ ‘The Thomas Crowne Affair,’ and ‘Cabaret.’ ”

By alluding to such wily and inventive movie characters, Ms. Shively captures the spirit of her young company — and that of the Internet as well.

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