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What are the downsides of communicating a key differentiation in your name?

One reason is that because of rapidly changing nature of business, today’s competitive advantage can easily become tomorrow’s disadvantage…or at least irrelevancy.

Think about how useful the name Tote.com would be for a shopping site developing a social-sharing universal shopping bag/cart. Pretty cool, huh? But what happens when that doesn’t work particularly well so they pivot to socially-sharing images? Wouldn’t,

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