Decisions: David Evans - Grass roots group, Founder and CEO of the performance-improvement firm

MY BEST...

... was to call my business Grass Roots. This was in 1979. I'd decided to start my own business and I'd made my first attempt at a five-year plan, but I was struggling with a name and I didn't want to give it mine. If you're going to be a creative company, you need to give it a creative name. It was in the summer, I was at Knebworth, it was a balmy day and I was lying on a grassy knoll, and I realised I had to call it Grass Roots.

When I was first hawking my plan around, trying to raise money, the banks kept asking: why Grass Roots? I said it's because that's what I'm dealing with - with issues of the grass roots of a business. If you listen to the radio, watch the TV or read the newspapers, people use the words 'grass roots' almost endlessly, thereby giving my brand free advertising. Every time people heard that expression, it would get into their synaptic connections, and they would think that they had heard of me.

So the name had lots of relevance and I got lots of free advertising. That was a great decision.

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