#132 What's in a Name?

(c) 2012 Chris Webster Miner's Tent House, Central Nevada Museum, Tonapah, NVMy new-found freedom has inspired me to pursue a dream I’ve had for a while now. I’ve always wanted to own my own business. Maybe it’s part of the American dream but I really just want to be able to call the shots, make my own mistakes, and be responsible for my own success. I think everyone does, really.

Ever since I got into archaeology I’ve worked for numerous people that had no business being in a leadership position. Don’t get me wrong, I’ve worked for some really great people too. The main problem is that I have standards that are way too high. I always expect more out of people, and companies, and I’m disappointed when they don’t live up to those standards. I just feel that the archaeology deserves only the best treatment. 

We are responsible for the heritage and history of the people of the world. It’s an intense responsibility and it shouldn’t be taken lightly. When I see people mistreating an archaeological site and being disrespectful it really pisses me off. We don’t have a nine to five job where we punch a clock and look forward to Friday. No. We have a great responsibility and we should respect that. I may have swerved off track.

My point is that the only way I can ensure that my standards are met are if I’m the one setting the standards. So, I started the paperwork required here in Nevada to pursue contracts on my own. It’s actually a simple process as long as you’re qualified. I just need to come up with a name.

I have three basic requirements for a name. I also need a catchy slogan but I can come up with that later. But first, the name.

(c) 2012 Chris Webster - Using an iPhone as a Line Level. Not having much success.I’ve always wanted to have a business with my name on it. I’m not sure archaeology is the place for it, though. I’d like to build a business that can grow and expand to include other principle players. I’d rather they felt welcome to put forth ideas at will and that might not be the case for some if my name was on the stationary. So, the first requirement for a name is one that does not include my last name and is inclusive of others in the company. I’d also like to keep regional titles out of the name. I don’t want to take “Reno Archaeological Services” to Colorado. You get the idea.

The second requirement concerns my commitment to technology. I’d really like to see the word “digital” in the name. This company will not be like other companies in that we would do as much without paper and offices as possible. I think it can be done. I’d like the name to convey that principle as much as possible.

The final requirement is that the name have a good acronym. Companies, archaeology and otherwise, are more memorable when they either have one word titles or catchy acronyms. Prove me wrong! Look at some of the successful companies in this country: Apple, Microsoft, Amazon, Walmart (I hate them but they’re still successful), Walgreens, and others. You get the point. Alliteration aside “Hank’s House of Hammers” doesn’t exactly roll off the tongue.

Here are a few of the ideas I’ve had:


  • Digital Archaeological Research
  • Next Generation Archaeology: Bringing Consulting into the 21st Century
  • Digital Archaeological Consulting
  • We Do Archaeology Good; even Gooder than the Other Guys!


I’m not too sure about one of those. It would be great to have a name with an acronym of “DIG” or something like that. I can’t come up with anything, though.

OK. So, if you have any ideas, feel free to leave them in the comments. Also, if you feel that I have no business doing archaeology and that I should just go get a job a Starbucks, you can leave those comments at the Chambers Group, Inc., Facebook page.

Thanks for reading and I’ll see you in the field!