Dirk Beveridge: What's in a name?
Why did International Business Machines become IBM? Or Apple Computes, why did it simply become Apple? Or how about CINTAS? Why is CINTAS no longer Cincinnati Towel and Apron Service. And most recently, why is Dunkin Donuts, dropping Donuts, and just becoming Dunkin?
As markets, customers and technology change so, too, must we. And at some point we might need to question the very nature of who we are. Are we a company known for the products on our shelves, or becoming a service company like IBM? Are we committed to our history and its way of doing business like selling donuts, or leaning toward the future realizing our customers are changing and the coffee has become more important?
What does your company name say?
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