The Name

Yeah yeah, I know I said that this post would be about finding techies to build out Morph. But its my blog, and I'm the only one who reads it, so hop off.

I noticed that I ended the last post signing off as "Morph", and with a picture of a check being given to "Morphood". A typo, perhaps? Maybe we stole someone else's check, out of spite?

While not an inconceivable thing, you're wrong. Morphood and Morph are- wait for it, drum roll please- one and the same. Way back in November, when we were preparing for the Pitch Party, we had to think of a name. I was put in charge, and put it off day after day, thinking that it wouldn't be too hard. I was certainly not correct.

I brought out the whiteboard and, as I do with most tough decisions, just started writing and talking aloud. (My housemate Dan was in the room, but I doubt he, the musician that he is, cared much for my silly business rants.) I wrote and said every adjective I could think of associated with the idea we had. "Fast, fun, seamless, efficient, Uber, quick, food, delivery, different, change, rapid, quality, excellence, drivers, cheese burgers." Anything that had any relevance, I wrote.

What I really liked about the idea, and what I wanted to come across in the name, was that it seemed like a vastly different way of doing business in this industry. No one really took good care of the restaurant. Very few companies had elite technology. Many were slow and disgruntled. But we were different. We did food differently than the rest. We changed food. We morphed it. We morphed food.

So, we became Morphood.

And we loved it! It flowed, it mentioned our line of work, it made people want to order "more food". It was great! As the idea developed, however, we learned that we should not constrict ourselves to just delivering food. We can deliver flowers, or books, or groceries. Literally anything that you want delivered, we can do. And so, we were still a change in the system, still an upgrade, a transformation from the status quo. But we were no longer just 'food'.

We followed Justin Timberlake's advice from The Social Network (because I'd probably follow JT in anything he says, ever) and 'dropped the ood'. And so we became simply, Morph.

Or perhaps not so simply. Either way, I promise that the next post will be about techies. I know that, because I'm going to write it right now.

Much love,

Morphood