what happened? There were three other cafés called Aroma within a ten-mile radius. I got sued. I had to rebrand six months in, which meant new menus, new signage, new cups, and a very expensive lesson. Here's my rule for names: it needs to be short, pronounceable, spellable, and available as a URL. That's it. Save your creativity for your coffee blends. And for the love of God, don't call it something that can be easily abbreviated into something inappropriate. I once knew a guy who named his shop "The Daily Cup." His regulars started calling it "The DC." Then someone pointed out that stood for something else entirely. He never lived it down. The bottom line? Your idea is a seed. It's important. But it's just a seed. The execution is the sunlight, the water, the soil, and the constant weeding. And you need to be brutally honest with yourself about whether your particular seed can actually grow in the soil you're about to plant it in.
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