What’s in a Name?


Naming things is not easy. It’s a science, and an art. We need to think about the meaning of the word and the sound, what it evokes and how it rolls out. At the same time, we factor in the business objective, the nature of the challenge (e.g., do we want to stand out in a competitive, noisy market? Or blend in a network that needs us?), and cultural assumptions (e.g., are we global or local?) It’s your baby Naming a business is sometimes more challenging than naming our own child–I know the feeling, the business is your baby. In…

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