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What’s In a (Business) Name?

Shakespeare asked, “What’s in a name? A rose by any other name would smell as sweet.” Juliet argued that Romeo’s last name, Montague, should not keep them apart. But we all know how powerful that name proved to be. Names and labels have meaning and power - and we need to choose them carefully.


What to call my coaching business presented me with quite a challenge. I hoped to come up with a name that was original, meaningful and distinctive. I wracked my brain, tried on different names, and made countless Google searches only to find someone else had already claimed the moniker. Then one of my children said to me, “Mom, this is an easy one. AdvoCassie has been your personal email address for years. It’s who you are.”


He wasn’t wrong. We’ve all had to come up with some clever user names and passwords in this Internet age. Advocacy has been the key focus of my adult life both professionally and personally. I began my career as a certified childbirth educator and doula, advocating for childbearing women and families. Later, I became a professional advocate for children and families, working for decades at the state level to support policies and programs that improved public education, healthcare, economic opportunities and more. So a play on words combining my advocacy work and my first name popped into my head!


When it came time to retire, I realized that I could still be an advocate for people on a very personal level as a life and relationship coach. And I couldn’t think of a better name to express my passion for my new venture than AdvoCassie Coaching!



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