Getting stuck on the title

The brand name, the first name, the label…

Is To Kill a Mockingbird a good title? By most measures of most committees, definitely not. And yet, it clearly and most definitely worked.

Starbucks has nothing to do with Moby Dick. Nike is easy to mispronounce.

The title is simply the thing you say when you talk about the thing to someone else.

It’s not the thing itself.