We were fortunate at a Tuesday networking dinner to be joined by Debbie Bates-Schrott, founder and CEO of—as of last Thursday—the newly named Beyond Definition (formerly Bates Creative). The process of choosing and implementing a new name took well over a year, she said. There were multiple reasons for it—emphasizing that they go "beyond" design is a primary one—but it was spurred by her taking on Mark DeVito as a partner.

"But beyond that, you just have to constantly experiment—there is no way to know what works. Should you write long, or short, post on a Monday or a Tuesday, I do not know. I can't even work out how to game the algorithm and I work here. But I do know if you think you have got it, it will change almost instantly. You have to keep throwing stuff at the wall and see what sticks..."