aming your own company is nearly impossible. Although we develop brand and product names for our clients on a regular basis, it was extremely difficult when we tried to do the same for ourselves.

I would compare it with naming a new baby. Every name means something: ‘Jim’ will be funny and musically inclined. ‘Mary’ will be compassionate and lucky in love, etc. It's no different with a business.

We knew what we didn't want:
• A name that was hard to pronounce or spell.
• Anything pretentious or overly quirky.

And, what we wanted:
• One short, memorable word.
• Something that could communicate change, movement, and focus.

After two ‘short’ months, we had it:
Pivot Marketing.