“If you name the band after yourself, you can never get fired.” That bit of rock-‘n’-roll wisdom prompted me to call my company “Matthew Rothenberg LLC” back when I limited my liability and procured my EIN in 2008.
But lately, I’m beginning to think that what was good for the Jimi Hendrix Experience may not be so hot for my corporate profile. In fact, I’m inclined to decouple the name of the company from the name of its founder.
Wigberto Serpa. Tanya Cheeks. Ty-Shonn Evans. These are all names stamped on the bottom of brown paper bags I get at restaurants and retail shops. It’s become a habit of mine to look under my bag and find the name of the person who made it, so I can wonder about what else they do or find a match for a name I already know.
I don’t know what the manufacturer had in mind, but the personal moniker is a cool touch of humanity that reminds me real people are making this stuff. I’ve Googled the bag makers and learned a little about them. (If you look up “Wigberto Serpa,” you’ll see I’m not the only person who’s interested in his name.