Shakespeare's Juliet posed the question, "What's in a name?" While she argues that a name means little compared with the essence of the object or person it stands for, I counter that in some instances, a name can offer valuable clues about the thing it represents. This is best illustrated by scientific terms, such as homo kahilis, or "handy man," which describes modern man's ancestor who was first known to use tools. But it also can apply to business conferences, as in the case of our annual Paper Recycling Conference & Trade Show. In this case, the event's name no longer accurately reflected its essence, which created an issue in promoting the event.
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