Every time we go to the bagel shop, my kids use fake names.
“Harry Potter.”
“LeBron.”
“Donald Trump.”
And then we all wait for the poor cashier to yell it across the store with a straight face.
The best part is watching the room react.
Half the room looks up without even realizing it.
Last week my son wanted to use “ICE.”
I told him no.
Not because it wasn’t clever.
Because I knew what would happen the second that word hit the room.
That’s the strange thing about certain names.
They stop being words.
They become instructions.
By the time you hear them, the reaction is already there.
The reaction feels instant.
The trust behind it was built long before.
You hear them- and your body moves before your brain catches up.
P.S. If someone heard your company name across a crowded room, what would they feel before they had time to think?
