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Eli Altman

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Eli Altman is the author of Don't Call It That, the workbook for naming companies and products. Don't Call It That was published January, 2014, by ExtraCurricular Press, San Francisco. 

Altman is Creative Director at the Berkeley, California-based naming and branding firm A Hundred Monkeys. He has led and completed well over 200 naming projects from Silicon Valley startups to the products of Fortune 50 companies. He was responsible for developing the naming process at A Hundred Monkeys and previously at MetaDesign, San Francisco. 

Somehow, most of his past clients still like him. Altman started naming before he stopped wearing Velcro shoes. He named his first company on his own at sixteen. Altman is a graduate of the Design|Media Art program at UCLA. He usually eats, sleeps, and runs in Oakland, California.

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