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Whats up everybody. Im excited to share this video with you today. I had the absolute pleasure of sitting down with David Placek. He is the founder of Lexicon Branding, the masters in all things naming. So a very seasoned 39 year old business naming giant organizations. Many of them you know, such as Blackberry, Sonos, Disani, Swiffer. The list is, is truly impressive. So today we talk about all things naming and yeah, I think youre gonna like it Ive got six questions here and there theyre all targeted in and around, what you do. What do you think the biggest pain point is for like a CMO or a head of marketing when youre talking to them? Whats the pain point theyre really trying to solve for. Theres a range of pain points when it comes to, Ive got, Ive got to rename something. Typically, I think the most common factor is that they have outgrown the particular name, that they have moved ahead their product has been refined. The marketplace has changed. You need to appeal to