May 1, 2020

Sausage Benjamin


Sandwiches I’ve come across recently: The Original, Jalapeño Jammin’, Sausage Benjamin.

Don’t you want to know more? Don’t you want to sit down with a napkin on your lap and sink your teeth in? Don’t you want to find out about the names and the makers? Don’t you wan’t to get involved?

That’s in the name. Not those names, any name. As soon as you name it, you give it substance, you draw people in. You make it A Thing. And Things aren’t abstract, they’re concrete. Something to have an opinion on, something to make a choice about – in or out. Something to sign up to, get behind, tell their friends about. 

Every project needs a name. Every product needs a name. Every team needs a name. Every sandwich needs a name – or it’s just another run-of-the-mill take-it-or-leave-it can’t get excited cheese and ham.

Skippy strategy: Name it.