Naming that new THING is the most critical and extremely controversial part of the innovation cycle.

Every participant passionately displays sets of arguments and opinions, molding and changing each time in every other round, while that new object of attention behaves almost like an alien, projecting strange vibes, lights, and humming sounds. This isn't a sci-fi project, ask any technology company or a bank creating a new credit card, they each have similar out-of-body, extra-terrestrial types of experiences. This is normal when logic leaves the body and the brain drifts in creative space. There's nothing to fear, these attacks of mild lunacy is what ad agencies are made of. Wow, this means there is now an open season for hunting down a new name.

Without a name, there is no calling-device. No customer will ever refer to it or even talk about it. Basically, no name, no story. No story no ad-campaign. No ad-marketing no business. Get it? It seems what to call that thing is the most critical issue behind this total incubation strategy, startling romance with the initial idea leading all the way to final delivery. So push. The reason why corporations want to do this internally is no different ...