Whats in a name?

The problem with naming a company, apparently, is that there really isn't a single name that gets buy-in from every person you ask about it. In fact, in shopping names around, I actually seldom got more than one person to agree to any one name. You see, as soon as you ask someone about a name, they stop listening to you and begin to offer suggestions and if your name doesn't happen to be one of their suggestions, the person you are talking to is usually not interested any more. Here is how a typical conversation would go:

Me: I need a corporate name for my new business
Nancy: What do you have so far?
Me: Stuff like Geospire, Terrapin, Archipelago or possibly Trowbridge.
Nancy: How about "Forward Model?"
Me: I don't know, doesn't sound like a company name to me.
Nancy: Its a great name!

Me: Because you thought of it?
Nancy: Added bonus!
Me: I need something serious.
Nancy: How about Jumpin Jer's Spanktastic Gorge-matorium?

And so on.

Finally I settled on Terrapin and tried selling it to people who were involved with the project. Basically anyone who had not already offered a name thought it sounded pretty good but Chakka was not on board. Partially I think because naming the company was an indication of control and he was not ready to deal with the idea that we were not really equity partners, I think.

In the end we polled fellow members of our professional community, especially people who would probably be involved with the company later and we got exactly mixed response. I mean right down the middle. Half wanted Archipelago and half wanted Terrapin. I was trying to be open minded about it but Terrapin had been the brainchild of my wife and I just loved the concept of putting a map of the western hemisphere on a sea-turtle's back for a logo.

Yes, turtles are slow moving and not a great logo for a tech company. But the thing is, I always hated jumping around like my brooks brothers wrinkle-free business casual button down collar shirt had suddenly caught on fire every time a client called to mention that because we had mis-classified a 30 ft by 30 ft parking lot in our data they were pulling the contract unless we could fix the problem in the next 30 minutes. I say 'no.' The world doesn't work that way. We move purposefully towards a goal and we achieve it in the timeframe that we are comfortable with.

No, we are not lazy. No, we are not slow. But we are accurate. We are precise. And, we are graceful. Our Brooks Brothers shirts do not catch on fire because we work at home and often, we are still in pajamas by 10:30 am. But pajamas or no, we will work through midnight and beyond to get the job done if that is required because we are always at work. Do not forget the parable about the tortoise and the hare. Slow and steady wins the race.

We are Terrapin Geographic.