John reveals the family of Names your plan needs, beyond the brand and company names. Great names you need: 1. Company 2. Brand 3. Technology 4. Category He explains how to use 6 elements of naming to create the mental glue needed in the mind of your Ideal Customer and how they must complement each other to become the family you need. 1. Unique 2. Alliterative 3. Speakable 4. Spellable - without errors, accurate recall. 5. Shocking John then walks through a series of Examples of real names and shows the good and not so good Names. He shows the importance of including choices that combine words and sounds. When you finish this Kourse you’ll understand the Names you need and what to use as you craft a family for your business idea.