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As a marketer, I know that naming a company can take time and it is only the beginning of the identity process. It usually takes a while to find the name that embodies how you hope people feel when they see, hear and interact with your brand. But as an entrepreneur, with an idea brewing inside - I also know that the moment you name "it" - that idea, that baby becomes real and can begin to live outside you. We got lucky with Strutta. It didn't take that long this time around.

Jordan cornered me in the office lounge the other day for what ended up being a pretty comprehensive and totally unscripted answer to the question we get so often, in the first in a series of video FAQs: