So I think if you just chase that thing that you feel incredibly passionate about and don't stop

until you get there, it'll pay dividends because once you get there, doing all the hard work

will feel like nothing. When you were in grade school, some librarian probably told you not to judge a book by its cover.

Then he or she probably went on to tell you how you shouldn't judge people by their proverbial covers because we're all so complex and on and on.

Seems like good enough advice, right?

The only problem is everyone judges books by their covers.

In a study, Dr. Martin Hilbert of the University of California at Davis worked on calculating the amount of information humans process.

He estimates were bombarded by the equivalent of 174

newspapers worth of content every single day. If we didn't develop a way to figure out what's worth paying attention to, we'd spend months

in the toothpaste aisle at the grocery store comparing anti-cavity claims and being mesmerized

by FOIL packaging.

With such a small window to catch someone's attention, what you call yourself becomes

important.

This need is amplified for startups.

It's hard to gain traction if people can't remember what you're called.

The name therefore is often the first thing anyone will come in contact with.

If you love the way this sounds,

it's because I'm reading from my next guest book

called Don't Call It That.

Without further ado, here he is.

My name is Eli Altman. I'm the creative director of a hundred monkeys.

We're a naming and writing studio in Berkeley, California.

...