He was selling kitchen counter tops that could be shaped as the customer wanted. It would look like marble at much less than the price of marble. But he saw himself as a concrete guy. Imagine a husband telling his wife that the concrete guy is coming to do the kitchen. Would she envision a cement truck backing up to the window?
When describing your product or choosing your company name consider what prospects might be looking for - in the yellow pages and online. Perhaps something about kitchens and custom shaped counter tops. I suggested that he rename his company or product with kitchen counter tops in the title. He looked at me as if I was strange.
If this was an affordable alternative to marble counter tops call it Faux Marble tops.
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PPPS: Thanks for your comments and feedback.