What’s in a name?

You can cut to the chase, and vote here. 

A name can tell you what something stands for and where it is going. A strong name can create curiosity before someone ever hears the first episode. A weak one can make a great idea easy to overlook.

That brings me to today’s Strategy for Saturday blog, and I need your help.

Over the past several months, I have been recording short podcast episodes during my drive home. The working title has been Driving Strategy Home for Small Business.

The title makes sense. I am literally driving between my home office, work office, and clients, recording episodes. The goal of each episode is to drive home one practical strategy that can help a business owner make a better decision.

But is it the right name?

That question came up during a conversation with Riverside, the platform we use to record podcasts. We were discussing production when their representative suggested that we reconsider the title before officially launching.

I am glad the question came up now.

We have recorded plenty of episodes, but we have not yet invested heavily in logos, graphics, introductions, or branding. We still have the opportunity to step back and ask a more important question:

What should this podcast promise to the person who presses play?

A Name Is a Strategic Decision

In business, we sometimes treat naming as a creative exercise. We brainstorm clever phrases, test a few logos, and choose the option that sounds best.

But a name is more than a label. It is a strategic decision.

A good name should tell the right people, “This is for you.”

It should be memorable, clear, flexible enough to grow, and true to the experience people receive.

That matters to me.

This podcast is not intended to feel like a formal lecture from a studio. It is designed to feel like you are riding along with me, either as a passenger in my car or with my voice coming through your speakers during your own commute.

Each episode will deliver approximately ten minutes of practical business wisdom. Topics may include strategy, leadership, financial clarity, artificial intelligence, hiring, growth, cash flow, accountability, and the difficult decisions that come with owning a company.

The format is short. The issues are real. The goal is useful action.

Why I Am Creating It

For the last 30 years, I have worked with companies across finance, strategy, and operations. Today, much of my work focuses on helping small business owners grow, scale, and move from an owner-run business to an owner-led business.

I also believe business owners are entering one of the most important periods of change in our lifetime.

Artificial intelligence is moving quickly. Markets and employee expectations are shifting. Technology is creating new opportunities while making it easier for competitors to catch up.

Many owners know they need to adapt, but they are so busy solving today’s problems that they have little time to think about tomorrow.

This podcast is my attempt to help close that gap.

I cannot personally meet every owner who could benefit from these conversations. My long-term goal is to positively impact 10,000 organizations over the next decade. Short episodes can help me share more ideas, and help an owner make one better decision at the right time.

Now I Need Your Ideas

Driving Strategy Home for Small Business may remain part of the final identity. In fact, I still believe it could be a strong tagline.

But the main title may need to be shorter, more memorable, and easier to share.

A few ideas we have discussed include:

• Drive Time with Carl

• Carl’s Commute

• Cruising with Carl

• The CEO Drive

• The Business Drive

• Windshield Wisdom

We have also wondered whether the name should include “40,” connect more directly to strategy, or speak specifically to CEOs and small business owners.

Maybe the best answer is already on that list.

Maybe none of them are right.

That is where you come in.

I would love for this community to help name the show before we officially launch it. We will include a LinkedIn survey where you can vote for your favorite option. More importantly, I invite you to add your own ideas in the comments.

Do not worry about suggesting something perfect. Sometimes the best name starts with one person offering half an idea and someone else building on it.

Think about the feeling the podcast should create.

Does it sound like a trusted advisor riding beside you? Does it feel like a quick strategy session at the end of the day? Does it capture the reality of building a business while navigating constant change?

Could you remember it tomorrow and recommend it to another business owner?

This is more than a naming contest. It is an opportunity to shape the identity of something before it launches.

And if your idea becomes the final name, you will always know that you helped name the podcast.

So, what should we call it?

Vote in the LinkedIn survey, add your idea in the comments, and help us create a name worth driving home.

(Jimi Gibson, Speaker)

The 40 Strategy Growth Workshop™, Phoenix, AZ - Nov 2nd & 3rd 

Jimi Gibson spent 25 years making things disappear. Now he helps business owners do the opposite.

As VP of Brand Communication at Thrive Internet Marketing Agency, Jimi tackles a problem most owners don't know they have: they're invisible to the AI systems their customers now use to find, vet, and choose companies. The research behind his Business Visibility Index analyzed 400 companies and found that 46% of owners are invisible to AI entirely — a gap that quietly costs them customers, credibility, and revenue.

A former professional magician with more than 3,000 performances at venues including the MGM Grand, Jimi built his career on a single truth: perception is everything. He applies that same lesson to brand visibility today, teaching owners why "invisible owners create invisible companies" — and how to fix it.

Jimi is the author of UNINVISIBLE, a Forbes and Entrepreneur contributor, and a TEDx speaker and coach. He lives in Charleston, South Carolina.

For any owner who assumes their customers can still find them the old way, Jimi's message is a wake-up call: the search game changed, and being findable when a buyer asks AI is now the whole ballgame.