It didn’t take long for Texas Biotechnology to realize that its name limited the company’s opportunity. “Texas” was perceived by venture capital capitalists, marketing partners and prospective employees as parochial in the international pharmaceutical community, while “biotechnology” had lost its early cache. Idiom was asked to create a better name that would communicate the company’s essence—the penetrating insight of world-class scientists able to discover life-saving drugs more quickly and efficiently. Our new name, Encysive Pharmaceuticals, elegantly captures this essence in a manner trademarkable around the world and registerable as a .com URL.  Encysive later went public, and the company was recently bought by Pfizer.