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On the other hand, I'm not enamored of the idea of naming a company after oneself, either. Not everyone has a name that is as easy to spell or pronounce as Ford. And many people are prejudiced, if only subtly so. So if your name is not indicative of the "right" heritage...

I agree completely. I have had friends from India who name their companies with rather generic names for the reasons you gave above. Also, some names are hard to pronounce or spell. Finally, I know some business owners who didn't use their names in their companies because they are too common (Smith, Jones...).

However, I think my name is easy to spell and pronounce, and it is not a common last name - everybody I meet with the same last name is related to me, we figure it out in a couple minutes just where.

BCF
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