The promise

Your first name was fashioned by your parents: a gift, a prediction, a promise. Your surname holds hands with history; you were seated at the front of an ancestral queue. Your nickname was discovered by your friends, excavated from an inside joke. Your names are given to you.

Companies name themselves. Their names are not a mirror, but a selfie: a framing, a pose. Their promise, their history: all invention.

Imagine if it were the other way around.