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You already know that stories are the foundation of comic books, novels, biographies, and screenplays. Here's what may not seem so obvious: the principles of storytelling are equally as important in successful business communications.

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Naming can seem mysterious because it's ridden with myths. And when a name-seeker approaches the naming process armed with myth rather than truth, the myth inevitably gets in the way. So let's take a few minutes to examine ten common myths about name development.

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If you've heard them once, you've heard them a thousand times: "Back to the drawing board." "Get our ducks in a row." "Do the heavy lifting." "Think outside the box." We're talking clichés, the banal staples of business meetings, conference calls, speeches, and web content. You're tired of them; I'm tired of them. Yet when push comes to shove, when our feet are to the fire, and--especially--at the end of the day, we keep coming back. Like moths to that bright, hot, flickering thing. It's a losing battle, the fight against clichés. But I'm tanned, rested, and ready; I have my game face on; I came to play; I'm good to go! Clichés, prepare to meet your unmaker.

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I logged a lot of years as a journalist before I made the leap into marketing. At first, writing marketing copy instead of filing stories seemed like a big change. But gradually I came to see my journalism training as an invaluable asset in my new career. In fact, I now believe that a journalism education is excellent preparation for writing of any kind.

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To create a good name, you need to create a lot of names. Okay, I'm cribbing a bit. It was the Nobel Prize-winning chemist Linus Pauling who originally said, "To come up with a good idea, you need a lot of ideas." But his observation bears repeating and paraphrasing. In creative endeavors, quantity often begets quality.

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A name is the title of your story.

You may think you're naming your company or your product. But in fact you're putting a title on the story you're telling investors, shareholders, customers, and employees. If you're smart and lucky, the name you choose will be the title of a great story. A saga. A legend. A tale told around the campfire for generations.

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7 8 9 10 11 Displaying 71-76 of 76 Articles