that was a more descriptive name. on the value side, you look to the value that you provide. it s not necessarily descriptive of the product. and here s an example. in naming of a home care agency that had a lot of interesting technology solutions we came up with the name respect. now, that s different from most of the industry which has homecare in the name, but for this particular product, it was important for us to communicate the value of respect. because when we the talk to elderly people, their kids, that s the word we kept hearing more and more, that there s a great degree of respect for their parents, for the elders. so we focussed on that. you can focus on either the purpose of the product or the value of the product to think about names. i m just going to go name quickly the other points, consider your audience and make it unique. i want to take the next step. i went through this process in my company. you ve brainstormed and now you