It is no secret.
All power is one in source and end, I think.
Years and distances, stars and candles,
water and wind and wizardry,
the craft in a man’s hand and the wisdom in a tree’s root:
they all arise together.
My name, and yours,
and the true name of the sun,
or a spring of water,
or an unborn child,
all are syllables of the great word
that is very slowly spoken by the shining of the stars.
There is no other power.
No other name.
~ Ursula K Le Guin
This is not a kind of labeling thing, or a way of classifying stuff, but a deep longing for harmony with all things. Whether naming a business, a baby, a piece of art or a ceremony, naming is a spiritual practice. It is a soul-craft, a part of establishing connection with Source, with goodness, with everything that lives and breaths and sits with stillness upon this earth and throughout this universe and beyond.
landing on the true name of a project can shift everything. It can set the stage for everything that comes next. It can literally call the stuff out of you.
Taking time at the outset to find the right name is more than important. It is essential to your project being connected and of service both to you and to the world.
That is why I spend so much time on this step when working with clients… and the truth is I have a knack for it.
Sometimes we can get stuck on a really wrong name and think it’s the most amazing thing in the world. That’s where getting objective help comes in. Try it out on others and see what it means to them, notice how they respond. Are they being nice or are they truly inspired.
If you’re not sure, it’s probably the former. If the answer isn’t yes, then it’s no. Don’t kid yourself. Trust that the name will come, but you must honor its timing. As my mother used to say,
“The wheels of the Gods grind slowly, but they grind exceeding fine.”
Once you find your true name the next step is to google it and see if it’s already being used and then letting it blossom, serve the world and carry you through.