Arrogant Will Do
Eponymy—naming a product or company after oneself—signals commitment and confidence. Even if not an egomaniac, being perceived as arrogant can convey the same valuable message.
THE IDEA
Arrogant Will Do
Products or companies that bear the owner’s name convey very valuable messages. They are shouting that they have something to lose. Eponymy indicates both a commitment to the company and a confidence in the product. A friend of mine, Paul Wilmott, is often called an egomaniac for having his name on a mathematical finance technical journal (Wil–mott), which at the time of writing is undoubtedly the best. “Egomaniac” is good for the product. But if you can’t get “egomaniac,” “arrogant” will do.
When to use it
A startup founder names the company after themselves to signal long-term commitment and confidence to investors and customers.
A chef opens a restaurant with their own name, implying personal involvement and high standards.
A management consultant establishes a firm under their name, leveraging personal reputation as a quality signal.
An academic creates a journal bearing their name to establish authority and attract high-quality submissions.
FROM THEORY TO EVERYDAY LIFE
In practice
Paul Wilmott and Wilmott Journal
Paul Wilmott named his mathematical finance journal Wilmott after himself. Although critics called him an egomaniac, Taleb treats the use of his name as a signal of commitment and confidence in the journal.
A MOMENT TO REFLECT
Put it to work.
When would you consider naming a product or company after yourself? What message would it send to customers and investors?
What are the potential downsides of eponymy, such as reputational risk if the venture fails?
How does the perception of arrogance affect the signaling value of eponymy? Can it backfire?
CONTINUE THE CONVERSATION
Source texts
- Skin In The Game Hidden Asymmetries In Daily Life (Nassim Nicholas Taleb)