I’ve been asked many times over the last month about our company name “Caution Your Blast”. The short answer is that it’s a sign that attracts my attention when walking out to board the planes at London City airport.  I know it somehow isn’t meant for me but still makes an impression. As it turns out it’s there to remind the pilots that it is dangerous to use full throttle when turning onto the runway as they will be endangering ground staff in the process.

I think it’s a great signifier for the problems and opportunities encountered where people meet technology. In this sense it describes our company remit to consult on strategy and direction for new generation digital solutions and hence it was adopted as the company name.

Also I wanted to use a phrase to achieve differentiation from classic web application and product names that tend to be short 4-6 letter words, real or fabricated as a proper nouns.

Such words are becoming impossible to find as domain names anyway and they’re getting kitsch – everyones got to have one. And anyway length is hardly an issue as typing skills are a lot better than in the past and getting to a website is often via clicking hyperlinks rather than typing the address, also on subsequent visits the browser address will auto-complete given a few letters.

When it comes to being easy to remember, memory science is loaded with references as to how phrases are a good way to drive memory. And that’s been my experience too as people have found it hard to forget the company name.

There’s a longer story as to the choice of this name, and why we like it, which you’re more than welcome to email me about.

ben@cautionyourblast.com