The story behind my business name (and what I have learned from the process of finding it)

Back in 2021 I embarked on the journey of finding a name for my solo-business – which became a challenging process for me. My plan was to re-launch my solo-business in May 2022 — before that I was only working as a yoga teacher. Now I wanted to include my coaching offering as well. In the winter of 2021 the major parts were ready for that start but the name was still missing. In this blog article I reflect on the story behind my business name and what I have learned from the process of finding it.

As in meditation: Sometimes we have to surrender to the process in (business) life

Finding a business name: From the urge of a quick solution to the art of letting go

In 2021 I was looking for a name for my solo-business that I would feel, that had depth and that would capture the pillars of my offerings around mindful being, mindful movement and mindful (self-) leadership.

My mind came up with quite a lot of ideas for a business name that technically fit.

But my heart and gut always said: Naaaaah, not feelin’ it.

This went on for months during 2021. Out of frustration, I stopped actively thinking about a business name at some point.

And then a beautiful thing happened.

How my business name found me

One day — during a business coaching session with Berlin Boss Babes — when summarising in one sentence what I offer, I said to Tamara: With my offerings I am inspiring humans to create joy, calmth and harmony within and around themselves.

Outer change needs inner transformation.

And then I remembered the poem by Trismegistus:

As within, so without.

As above, so below.

As the universe, so the soul.

Voilà. I found my business name (or it found me): within&without berlin

5 learnings that this experience reminded me of:

• So often it’s not about mind over matter. But about heart over head.

• So often it’s not about our mind convincing our inner knowing. But about our heart and gut saying „YES, we’re feelin’ it, let’s go gurl“.

• So often it’s not about grinding. But about letting go and trusting.

• So often it's not about doing things alone. But about talking to a partner / friend / family member and/or professional.

• So often decisions seem like a matter of logic. But they are a sensual, embodied process.

What I have also learned: One of the biggest search engines does not approve website addresses with a „.berlin“ ending and would thus not show it in the search results. Which is something I found out thanks to a very helpful human in a community support chat after months of e-mails and telephone calls. This is why in 2023 I changed www.withinandwithout.berlin to the URL with my name and a „.com“ ending.

The moral of the story? Be kind to yourself, turn up the volume of your heart and body and trust the process.

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About the author

Theresa Keller is a somatic Life Coach and Yoga teacher in Berlin. She is the founder of within&without berlin, a space of calmth and inner development. Learn more about Theresa here.