At Igor we’re often asked, “What’s your secret for creating such powerful company and product names?” to which we’ve often responded coyly, afraid to divulge our trade secrets. Finally, we gave away our massive Naming Guide PDF as a diversion from the real magic, to throw people off the scent as it were, but to no avail–the pestering requests for the “missing ingredient” keep coming.

So now, out of sheer magnanimity (and to end the pestering), we’ve decided to reveal to the world the ultimate secret of our naming success, the golden arrow in our quiver, our silver bullet. Guard this knowledge with your life–the future of the naming and branding industry depends on it.

Without further ado, here’s how the professional lexicologists do it: a refillable prescription of Lexapro for everyone on our staff.

There, our secret is out, and a great burden has been lifted. It feels good.