It’s not Warren or Susan or Otis or Samuel or Tricia.
As in Attila The Hun or Alexander The Great or Zorba The Greek.
When your middle name is ‘The’, it means you’re it. The only one. The one that defines the category. I think that focus is a choice, and that the result of appropriate focus is you earn the middle name.
Jordan’s Furniture in Waltham was the place to go for that sort of thing. Bocce Pizza and the Anchor Bar were the places in Buffalo when I was growing up. Google is more appropriately called Google the search engine.
Of course, Winnie the Pooh is the exception that proves the rule.
Fonte: Seth Godin Blog