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A batch of the best highlights from what Nathan's read, .
You want to have a solid list of at least a few dozen names, as sadly many will get eliminated during trademark screening. For this reason, do not fall in love with just one or two names.
Hello, My Name Is Awesome
Alexandra Watkins
Yet over the last 200 years, the life sciences have thoroughly undermined this belief. Scientists studying the inner workings of the human organism have found no soul there. They increasingly argue that human behaviour is determined by hormones, genes and synapses, rather than by free will – the same forces that determine the behaviour of chimpanzees, wolves, and ants.
Sapiens
Yuval Noah Harari
When you are launching a new product, you can’t stick to the rational, or be purely emotional. You need to find a way to bring the two together, thinking not just about what a brand does or what it says, but how it makes people feel.
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