David

That doesn't mean they have to be original like a Pentium, something that's coined.

And that begins that sort of you're on a slippery slope if you want something comfortable or popular because things that are original are, you know, humans like comfort for sure.

Second thing is you really do have to know something about linguistics and how the brain processes information.

That's this processing fluency thing so that it's,

There's something familiar and yet something surprising.

And that's our creative strategy here is to really develop names that are surprisingly familiar.

Because our brains are a little lazy, if you will.

This is gonna be easy for me to process, but oh, there's something interesting here.

That's where you get that attention.

So those are those two things.

Then I mentioned this before, you have to be unexpected.

An unexpected word can be something different for one company versus another.

Azure for Microsoft that typically has very descriptive and not so interesting words in their portfolio, Azure got people's attention.

If we had given that to Google,

It wouldn't have been that attention-getting because people would expect that from them.

Okay, our process is driven really by two things.

It's a combination thing.

We call it, or I call it, creative curiosity.

So the first thing we would do for you is we'd say, okay, well, let's look at the category.

What's out there?