After geeking on stats, Russ found that his business name was confusing prospective clients (and current clients too, lol!), but a confused prospect usually doesn't buy. So, in order to clear up the confusion, Russ decided to try a new name for his tutoring business. He walks you through his entire process from start to implementation – implementation is ongoing. You'll get to hear what consultants and marketers had to say on the subject, and what the number one priority should be in choosing a name in the internet age. He wraps it up with a run down on the implementation to give you the big picture of what's in a name.

Steve Tobak: Real Leaders Don't Follow