What's in a name?

"A rose by any other name would smell as sweet?" wrote Shakespeare and represents truth. The essence of a person or object does not change based on what it is called. I have played a joke on kids and tease that yellow is white to provoke their questioning of the world.

Implementation Zone shall go by ZONE for short. This company is christened with the vision to Automate the DANGER ZONE. After working so hard to win customers, why do so many companies start failing immediately!?