My delightful colleague Thomas Tytherleigh has written a truly wonderful piece on the matter of

My dear chum Tommy T has written a super article on

Look. Praising others doesn’t come naturally. But in this instance I have to make an exception.

Because Tom’s article for It’s Nice That is pretty special. It’s about how to get naming right – with advice on spotting trends, inspecting competitors, and killing darlings.

It’s a smart piece of work. I like it. And I think you will too.