What's in a name?

In my search for a name for my new consulting practice, I talked to lots of other business owners, and there seemed to be two camps - the people who said it doesn't matter what you call yourself, and I should just find a free name on the Companies House list, and the people who agonised for months about a name and logo and wished they had just got on with it and found some clients.

As with most things in life, there is a middle ground. The phrase 'what's in a name?' sums it up.

Names and words are important. They are the tools by which we communicate. I wanted to use the name of the business to convey the essence of my approach. There is a quote attributed to Confucius about jade.

'The wise have likened jade to virtue. For them, its polish and brilliancy represent the whole of purity; its perfect compactness and extreme hardness represent the sureness of intelligence ; its angles, which do not cut, although they seem sharp, represent justice ; the pure and prolonged sound, which it gives forth when one strikes it, represents music.

Its colour represents loyalty; its interior flaws, always showing themselves through the transparency, call to mind sincerity ; its iridescent brightness represents heaven; its admirable substance, born of mountain and of water, represents the earth . Used alone without ornamentation it represents chastity. The price that the entire world attaches to it represents the truth .'

Whilst it would be pretentious to make such grandiose claims about my work, there are some keywords in this quote which resonated with me about how I like to work. They are about intelligence, sincerity, justice, and truth. Jade is beautiful, enduring and valuable.

Jade is surprising - it comes in many colours, forms and shapes, although we think of it as being the classic polished pale green of Chinese ornaments. It is much more interesting and diverse.

My consulting business is about valuing people, and helping people and organisations to find enduring solutions to their challenges.