An alleged Dutch study says identical homes used less electricity when the meter was in the hallway instead of the basement.

Same prices. Same rules.
Just visible feedback.

Most founders misunderstand “intent to use” — it isn’t full protection until you prove use.

Example: two founders filed identical classes but different specimens — the USPTO pushed back because the evidence didn’t match the application. Details matter.

Registering a mark isn’t just a filing — it’s a strategic choice about how your brand will be used and enforced.

Trademark isn’t just a name — it’s exclusive commercial identity.

1/ Most founders think trademark registration is optional.
It’s not — it’s strategic leverage.

2/ Using a name creates some rights.
Registration turns those rights into something enforceable.

Most businesses don’t actually have a trademark.
They have branding they *assume* functions like one.

A trademark isn’t about creativity.

It’s about whether the public understands:
“This comes from that source.” 📍