Where did Adventure Capital go?

Some of you who read an earlier version of the business plan knew this project as Adventure Capital.  I felt attached to the name, but the State of Delaware and the Trademark Office felt that others were more attached to it than I.  So I set about looking for something else to call this company, and found what I now think is a far better name for several reasons.  My apologies to Franklin, who is reading this for the second time, but I think I explained the naming process best in an email I wrote to him:

I'm hearing more and more free market ideas creeping into the mainstream these days, even though they're rarely identified as such.  I've noticed that people who think the words "business" and "corporation" are dirty are nonetheless very comfortable with the word "entrepreneur."  They even see it as dashing and romantic, and somehow noble.  Which creates at least a small window of opportunity for communication.  I have learned to choose my words carefully.  When I first thought of this  business, I called it "Adventure Capital," which was a name I  loved, but then thought better of, as "capital" is also one of those words that alerts some people's prejudices (as I suppose mine would be if something had the word communist in the title). I ended up calling it Kerabu, which is a word from babylonian mythology that describes a messenger spirit who serves the gods.  Nobody has a problem with ancient Babylon, right?

Re-reading that email, it sounds like I'm worrying about political correctness.  Okay, I am--but I want to avoid buzzwords not just because they're icky--we have to reach so many people that we can't afford to be the least bit jargony... except for the native jargon that arises from the site itself, the way eBay has created its own lingo.....

It sounds precious now--the idea that we should tiptoe around words like "capital" and "investment," but maybe there are some of these words that are more robust than others ("invest" still has legs, I think), and it bears at least some discussion..... comments?

Comments

[Cameron Scott]

It struck me as odd as to why the term entrepreneur seems noble and almost romantic while business is like evil and greedy. Keep in mind that all successful businesses in the world started with an entrepreneur. So if you think about it, these things are co-dependent of each other.