Here is a little design exercise. You have acquired the rights to market a new biopolymer – one made from a fast-growing, prolific, crop. What are you going to call it? The name should carry the right associations. Define the problem (what?). Explore alternatives (how?). Select a solution which, Here is a try.

a. Challenge? Name for new biopolymer

b. What? An evocative name. Why? To convey that it is bio, green. Why? To sell it to an increasingly eco-concerned public.

c. How? Some synthesis of green words or notions? Green. Renewable.

Responsible. Benevolent. Saving the future. Cool. Next generation. OK, here are some trys: Respoxy. Biofutene Gen4biocool. Benegen.

d. Which? Respoxy (definite no). Biofutene (I don’t think so – too obvious), Gen4biocool (kind of nice but too many syllables). Benegen (maybe –

might have to go with that).