Jeff’s love of words has taken him to some unusual places, from the Olympic Games in South Korea to the stage of the South by Southwest Interactive Festival.

He began his career as a sportswriter, prowling sidelines and press boxes in Puerto Rico, Florida, and Texas before the steady hum of technology caught his attention. His journalistic attention turned to innovators and geeks, and his stories began to appear in Wired, The New York Times, and Slate.

After reading Hello, My Name is Awesome, he began to recommend the book not only as an introduction on how to name things, but a great guide to creativity in general. The naming bug stuck with him though. Eventually, he decided to take the leap and try the Eat My Words naming test. A few days later, an email from Alexandra appeared in his inbox. He was on the squad!

Today, as a strategist at a public relations agency, Jeff advises tech startups about how best to get their story across. He lives in Austin, Texas, where he’s on the search for the world’s best breakfast taco. More than anything, he loves to spend time with his wife, who also a writer, and their cat, who’s more of a talker.

How strong is your brand name?