As we've had beta testers using the tool in their actual marketing systems, one tester asked where the name "VisiOlo" came from.
As I read Doug's explanation, I was struck by how much thought and planning went into the name. He didn't just sit around waiting for the name to come to him. He thought about what his criteria were for his product's name. He even mindmapped, used whiteboards, and entered into discussions with others.
What if everyone approached their projects (and writing) this way? Whether they do or not, they should. I teach that, in writing, you need to determine your purpose, audience, what your audience already knows, what they need to know, and what they want to know. The more time spent in that arena, the better and more clear your writing (and project) will be.