After learning that predictive analytics from cell phone usage could open the door to opportunities for underserved populations, The M-Line gathered information from three founders and three executives, and defined objectives and creative directions for the company name. The assignment was difficult as the name had to appeal to Telcom investors and end users. The company was launching in Third World countries so language, phonetics, and meaning were all important. After generating thousands of names in multiple categories, URLs were searched and the lists were edited, vetted and justified for the final selection meeting at Harvard Business School. Leading a global team of founders through exercises, discussion and reality drills a single name rose to the top. The IP attorney confirmed that our top choice was clear to go.