Words matter. Names matter. Your name is part of your identity, it’s your visiting card. Hello, my name is… and what’s yours?  You want to feel that your name fits you like a second skin.  If your name is too much of a mouthful, it will get shortened, so you’d better get in there quick. You want to make sure that the shortening that makes sense to you and, crucially, that you like it. That’s why we changed the name of this project, from the Developing effective service models