The document discusses the importance of choosing the right name for a company or product. It states that a name is like a hook that draws people in and should not be overly dramatic. Picking a name is similar to driving a racing car in that it requires care. It also suggests that a good name can act as the best insurance for a company and that advertising is still important to make a name famous. It advises bringing new products and ideas out of obscurity by turning the name inside out so people see what you want them to see.