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Established six years ago, I had the bright idea to think about a company name based on what marketing guru's tell everyone; “Your company should have a name which includes what you do”. Alright, fair enough, and Global Acquaintance was registered. But only a handful of non-English mother tongue speaking people understood where my expertise was. Many people I spoke and met at different events thought I was an accountant as they didn't understand the word Acquaintance.

The second important aspect was that people did not know the person behind the organisation. But people did mention to me that they come across me very often on social media platforms. That I can’t deny, but in my experience my social ...