As someone who works in retail, I encounter a lot of different people on a regular basis. From these interactions I've started noticing a particular chain of events that often happens.

Often a customer will approach, look down at my name badge, look back up at me and say "Your name sounds Indian, are you Indian?"
Or
"Whereabouts in India are you from?"
Or even, on rare occasions, they will say something in Hindi and look at me expectantly, waiting for me to respond.

I am not Indian, and while it can be tiresome having countless assumptions about my heritage, I have found these encounters to be fairly interesting. It only takes a few seconds for someone to make about a judgement about me based on my name and to some extent my appearance, and this doesn't just ring true in personal situations but that of business as well.

The name of your business is a reflection of your value proposition and your brand. Think 'Nike' whose name is shared with that of the ancient Greek goddess of victory, or 'Reformation' who aims to reform the fashion industry. The importance of the name of an enterprise is something that myself and my teammates have realised over the past few days when trying to name our business. Our name would be a snapshot of our business, and we want something that is memorable, that is reflective of our values and that will capture the attention of customers.

You could argue that names aren't actually that significant and that it doesn't really matter what you name your enterprise. Because after all...

But then again, six people ended up dead in that story so perhaps names are pretty important after all.