Ask the right questions. Challenge your assumptions. Examine what makes you different. Focus on your value. Define your naming criteria. Investigate global applications and implications. Help you resist the debilitating urge to please everybody. Deliver a short list of relevant, memorable names that will make you wish you could have more than one. Help you choose a winner. Charge a lot less than a big agency.

Pontificate on the importance of inflated, contrived processes. Scramble word parts in a computerized blender. Spit out thousands of meaningless word combinations. Ask you to think about your "inner child." Agree with you when we think you're dead wrong. Tell you there's only one right answer.