http://hellomynameisscott.blogspot.com/2007/05/why-you-need-cool-company-name.html
Why you need a cool company name
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SECOND, you articulate your company’s value.
Your USP. Your value statement. Your positioning statement.
Make sure it’s clear, concise and emotional. No more than ten words. Leave no doubt in the other person’s mind what you do and how your company delivers value.
Consider the formula described in John Jansch’s Duct Tape Marketing:
Action Verb (what you actually do)
+
Noun (target market you do it for)
+
Benefit (the result of what you do)
For example, “I teach nurse practitioners how to provide more empathetic patient care.”
JUST REMEMBER: Surprise attracts attention, but only interest keeps attention.
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It’s a good model for the seeker’s UVP. I think a USP is about how you sell that UVP and to whom. But that’s a minor quibble.
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Reinke Faces Life 