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      <image:title>The Naming Book — Brad Flowers - Naming is hard.</image:title>
      <image:caption>Actually, there are at least two hard things about naming. One is deciding on the criteria. What makes a good name? What makes a name good for me? Are they the same? The second thing is that it is difficult to come up with good ideas to weigh against the criteria. We are taught in school to converge on a single right answer. Naming isn’t like that. It takes a lot of ideas to have a good idea. Successful naming requires critical thinking, intentional strategy, and a fair amount of persistence.</image:caption>
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      <image:caption>This is your guidebook. The Naming Book outlines a five-step process that is informed by scholarly research and tested by everyone from the entrepreneur needing one good name to the naming professional who needs results again and again. From generating criteria and brainstorming to researching and eventually selecting the best name, the book will guide you towards success. The Naming Book includes several exercises and brainstorms designed to help you find the best name for your business.</image:caption>
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