CHAPTER 2

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The 7 Deadly Sins

When you’re starting out with a blank slate, don’t curse your name with any disadvantages. Every time you have to help people spell, pronounce, and understand your name, you are essentially apologizing for it, which devalues your brand.

Unique spellings, nonsensical words, and unfamiliar expressions may differentiate you, but just because it’s different doesn’t mean it’s good. There’s a terribly misguided belief that unique equals creative, which equals great. Think of a time when you’ve been in an art gallery, at a garage sale, or in the home of a friend, and you eyed a strange oil painting, turned to the person next ...

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