I love Trader Joe’s, and even though I guess I am taking business away from the local La Montania Coop, I think it’s interesting what Seth Godin has to say about how they work.

TJ’s uses a “virtuous cycle. The key mantra is that Trader’s finds foods for its customers, NOT customers for its foods.”

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Today, Seth Godin talks about being brave with names – if you have something that is really new and unique… If you have something where you really want people to see the uniqueness in it and develop it, don’t be shy about giving a new name to the new thing.

Zaida and I came up with the name Enlivend Design, because it’s so obvious that what she does is more than just “feng shui”. And of course, if you want people to notice you, don’t demonstrate to everyone how you’re like everyone else. It’s nice to have Seth backing me up—that if you have a really new idea, and you’re prepared to back it up, then go for it, and give it a new name.

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