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GOODWILL |
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Goodwill is the positive energy stored in a name. It is the emotional response the name evokes in people. While everyone has individual feelings about a name, because, for example, it is associated with someone we dated, or with the class bully from school, there is also a collective experience felt by a society as a whole. The latter evokes the “gut feeling” we have about a name, even if we do not associate it with any specific person. The question thus becomes: How does a name get charged with collective goodwill? And how can you pick a name with a positive charge for your child?
Think about the process of giving a name positive energy as a series of small experiences. The smart child in your class. Your favorite teacher in college. The rich folks from the paper headlines. The charming star of your soap opera. The medical intern that helped your mother-in-law when you took her to the emergency room. None of these encounters may have been emotional enough to associate the name with a specific person. However, they have colored your unconscious reaction to this name.
“How do my personal experiences relate to the collective goodwill?” you may ask. It turns out that your individual micro-experiences are not as random and unique to you as you may think. Why? Because the smart, the rich, and the powerful have their own preferences for names, and some names – for example Leonid, Seymour, and Sanford – are much more frequent among them than among the general population. Your associations – and you have, subconsciously, “met” tens of thousands of people and “learned” where their names belong – are thus shared with thousands of others. Due to the large numbers, everyone gets it “right.” It is like a political poll, where the researchers talk only to a few thousand voters, but they are able to predict to a few percentage points how the election is going to turn out. In the same way, you do not have to meet every single “Bubba” to know where he belongs.
Goodwill is determined through associations and class.
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