Hands up, who else loves a spot of brand-flavoured navel-gazing? 

Two years ago we picked the company name Trigger Strategy Group in a last-minute scramble for our first client project. The name has, shall we say, one or two issues. (On the upside, it was a perfect example of Hard Test Easy Life: if you can make something work despite its flaws, you know you might be onto something.) But it was about time we gave things some proper thought.

• How naming a company in 20 minutes can haunt you for 2 years
• The surprising violence baked into “trigger strategy” (thanks, game theory)
• The difference between command, control, and cephalopods
• What bees, psychiatric hospitals, and chatGPT have in common

In short, our company is now called Crown & Reach, and our podcast is called Tentacles.

Why? To find out, you'll have to listen...

References:

• Hard Test Easy Life https://triggerstrategy.substack.com/p/stop-polishing-turd-products-with
• Innovation Tactics Pip Deck https://pipdecks.com/products/innovation-tactics
• Dave Kang's Octopus Life https://davekang.substack.com/
• Taylorism - Frederick Taylor’s scientific management model
• Coherent Heterogeneity, a concept from complexity thinking https://cynefin.io/wiki/Common_fallacies
• Children of Time by Adrian Tchaikovsky
• Other Minds by Peter Godfrey-Smith
• Crown & Reach Website https://crownandreach.com/

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