ANEW: What’s in a Name?

On Jeopardy!, they called it "Potpourri." Here it is a "hodge podge" of ideas, of sorts

Photo by Jonathan Roger on Unsplash

Earlier this week, I traveled to New York City to visit two schools and to see a preview performance of a Broadway show. I’ll write more about the Broadway production of Othello next week.

My primary reason for heading to Manhattan was to continue thinking through the project of establishing a school for students on the autism spectrum. This endeavor requires extensive coordination and conversations with school officials to explore unique educational models designed for students who need significant forethought in their learning environments. A two-day trip barely scratches the surface—I anticipate returning for another visit in the next week or so.

To set the scene, in keeping with the theater motif, I woke up hours before dawn and drove through New Hampshire’s crusty, gray snow, past Massachusetts and Connecticut, before catching a train from New Haven. Those familiar with commuting understand the mindset it requires—a kind of preparation not unlike what an actor does before stepping into a role. For me, this routine often includes a hot, caffeinated beverage—sometimes green tea, sometimes an extra-sweet coffee. This time, it was a quick stop at Dunkin'.

That got me thinking about the name change from Dunkin' Donuts to simply Dunkin' in 2019. The shift reflected the company’s evolving business model, as coffee sales outpaced donuts. Subtle adjustments in branding—whether switching from coffee to tea or refining a name to better reflect a core mission—are vital in both business and life. In the Northeast, where the brand was founded, locals still affectionately call it "Dunks." The company’s original name, "Open Kettle," barely hinted at what it would become. Names evolve, just as institutions and individuals do.

Speaking of reinvention, Bob Dylan remains a figure of perpetual transformation. Since winning the Nobel Prize in Literature in 2016, he has experienced a resurgence in popular culture, further amplified by the biopic starring Timothée Chalamet. Dylan's ethos revolves around constant renewal. As he famously wrote, "He not busy being born is busy dying." Creativity and reinvention are not optional—they’re essential. That idea was part of what brought me to New York.

My first stop was my hotel, located directly across from Port Authority, the very place where I first arrived back East in New York City with my mother years ago. While waiting for my room, I wandered through Port Authority’s hallways, noting its stark contrast to the grand elegance of Grand Central Terminal, where I had arrived earlier that morning. Port Authority feels intentionally uninviting, as if designed to minimize the time people spend there. It exudes the bleakness of a police holding cell. It’s in desperate need of a refresh—or, better yet, a complete overhaul, not just a rebranding.

The heart of my visit, however, was the two schools I toured at Columbia University: Tompkins Hall Nursery School & Childcare Center and The School at Columbia. Both are overseen by the University, and I was particularly interested in Tompkins Hall because of my consulting work with them on a leadership search. Founded in the 1930s, Tompkins Hall reflects Columbia’s deep investment in its faculty, some of whom even live in the building where their children attend school. Meanwhile, The School at Columbia, a highly regarded K-8 independent school, operates at the edges of the University. Both institutions benefit from strong leadership, particularly under the stewardship of Columbia's associate provost, Carrie Marlin, who is outstanding at her job.

Which brings me back to the question: What’s in a name? Having the weight and reputation of Columbia University behind these schools is no small advantage. One of my contacts reminded me that in the 1970s, both Columbia and New York City were struggling. But through a combination of strategic growth and smart investment, Columbia is now in an enviable position, much like the city it calls home. A name, when backed by vision and persistence, can carry tremendous power.

Next week, I’ll write about my experience securing tickets for Othello and seeing the production, which boasts two Hollywood stars in its leading roles.

Curated listening:

I listen to a lot of early Bruce Springsteen. The song that never gets old about hitting the open highways is “Thunder Road.” Listen to the Boss sing it HERE. This version from Barcelona gives me chills.