emtiful

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Half emp­ty or half full?

We’ve been brain­storm­ing for sev­er­al months now. On and off, then back on again, some­times in for­mal meet­ings, but most­ly in between things. We’ve gone from cor­po­rate-sound­ing names like Meedo Taha Productions (yuck! veto!) to com­plete­ly mean­ing­less ones like Mafidash (mafi has neg­a­tive con­no­ta­tions in Arabic). On the way we stopped at some old favorites like Tilted and Slanted (both tak­en).

We’ve had sud­den epipha­nies like meedosight/meedosite, then real­ized the next day that they were not real­ly the inge­nious play on words we thought they were — though in that par­tic­u­lar case, I did use it for some­thing (wink, wink). At every stop we’d check and dou­ble check domain name avail­abil­i­ty, whether or not the dot­com and dot­net and dotorg were tak­en, most of the time half-hop­ing they were because we weren’t con­vinced of our choice any­way.

Then today, with the the help of friends, fam­i­ly, and lots of caf­feine, the answer final­ly came to us at 4 a.m. Our lit­tle com­pa­ny has a name and it is

emti­ful.

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