|Image by jaylopez / sxc.hu, modified by Eki Halkka|
Naming a project also helps us to organize the story. “El Gaucho de Högsåra” was a natural. Here was a young Argentinian guy with long dark curly hair living on a (mostly) Swedish speaking island in the Finnish archipelago. It was like he rode in on a horse and brought all his cheerful high-octane Latin energy to the island. He made even the most taciturn old-timers laugh. And somehow you know it won´t last and he´ll ride out again.
“marihuanaland” just happened. We tried a bunch of titles but nothing stuck. Then we decided to show how the cannabis business had helped to accelerate Oakland California´s revival. And we made the city part of the story. Someone suggested that we call it “Tokeland.” But I´m happy we stuck to our guns. Now we´re looking into new projects. We´ll know it´s right when we name it.
Lesson 23: Name it and the project will have a life of its own.
Next week: 19 Let´s Eat!