May 12/Starch. Cipher. Pivot.
Naming a business is mostly an exercise in making sure you don't sound like a German surgeon or a very mediocre art school dropout.
— from the desk, with coffee ☕Had a "synergy touchpoint" with Marcus. He used the word "holistic" four times in one sentence. I think I'm losing the ability to process human speech that doesn't involve buzzwords.
I registered the business name today. I wanted ClearPath Consulting, but someone in Munich has that. I considered EfficientOps, but it sounded like a surgical procedure. I settled on The Clean Slate. Sounds slightly ominous, like a private investigation firm or a very expensive dry cleaner, but I like it.
I've spent the last three hours trying to design a logo on a mobile app that insists I am an "Artistic Visionary." I am not. I am a man in a beige office chair who just wants a business card that doesn't look like it was made in 2004. My wife, Anja, walked in, looked at the screen, and asked if I was finally starting a blog about my mid-life crisis. I told her it's a pivot. She sighed and asked if we could afford the mortgage on "pivots."