Sometimes it's more than you imagine.
When I first launched this publishing company in July 2008 I named it Wasabi Media Group. I chose this name as I had been an entrepreneur in residence at Wasabi Ventures and thought it could be beneficial to be known as part of that family.
Over the next four-ish years, I made three discoveries. First, because I had an affiliation with Wasabi Ventures and shared their name, many people assumed my company was venture-related. Second, using