“Nike used to be known as Blue Ribbon Sports. What's now Sara Lee used to be Consolidated Foods. And Exxon was once Standard Oil Company of New Jersey. These were name changes that worked. But for all the ones that do, there are 10 or 20 that don't.”

American journalist

James Michael Surowiecki is an American journalist known for his writing on business and finance. He was a staff writer at The New Yorker. At The New Yorker, he wrote a regular column called "The Financial Page," which focused on business and finance. His work is associated with clear, public-facing commentary on economic topics.