This was kind of funny. One person was saying that an extremely easy way he was able to get a lot of attention for some of his early businesses was that often at times his customer base relies on things such as phone books and directories to get customers. So with that in mind, he purposely named his businesses in such a manner where since items were displayed alphabetically for example he would create names that would ensure he would be the first person on the list. Apparently this worked well for him.
This is one of those things that sound so silly yet I guess like in this example it works. Nowadays there are some online directories that list companies this way too and so I suppose it can still hold true for many things.