I have a lot of great conversations over the course of a day, triggered by various things. One today was on the lines of when starting a service-based business, one of the first steps you'll take is choosing a name—and, along with it, a URL. It might be tempting (and let's face it, it feels logical) to buy a domain that's simply your name. It's easy to remember, personal, and—if you're the face of the brand—it makes sense, right?