name. on the value side. look to the value. it is not descriptive of the product. naming an in-home care agency with a lot of technology sl solutions, we came up with respect. that is different from the industry with home care in the name. for this particular product, it was important to communicate the value of respect. when we talk to potential customers, elderly people and kids, that is the word we kept hearing. a great degree of respect for parents and elders. you can focus on the purpose of the product or the value of the product to think about names. >> i'm going to name quickly your points. consider your audience and make it unique. i want to take the next step. i went through this process in my company. how do you manage brain storm and end up with a name.