They are looking in the direction of the names.

VOA: special.2009.05.25

Are you looking for direction as the dreary bear market drags on?

FORBES: Uncharted territory

Air New Zealand still ranks just 46th globally in passenger numbers, but its knack for viral Web campaigns, unusual safety videos and unconventional approaches to problem-solving have other airlines looking in its direction for ideas.

WSJ: Managing in Asia: A Focus on People Keeps Little Guy Flying High

With alignment, you stand shoulder to shoulder with someone, looking in the same direction.

FORBES: Magazine Article