My roommate’s 32 pack of individually packaged Greek yogurt containers fill an entire drawer of our refrigerator.

It is certainly not ideal, but because he packs these in his lunch, it’s convenient for him to just grab a cup and go.

“I can live with that,” I think to myself, “In today’s world, people are always on the go, and it’s hard to expe…”

My primary thoughts are cut off by the Idea Generation Department of my brain, and they are hung up on some of my word usage.

‘Always on the go.’

Yogurt on the go.

Go-Gurt.

I imagine this is exactly how the naming process went at the Yoplait headquarters. Because the desciption of the product is also the name of the product.

It’s yogurt — for on the go.

Go-Gurt.

How could there have been any other options?

But marketing is often more complex than meets the eye, and no product launch would be complete without first consulting with an outside marketing agency.

“Ok, Yoplait, explain this product to me one more time,” says Bill, the marketing specialist brought in to name Yoplait’s new exciting innovation that was taking the yogurt world by storm.

Yoplait executive, Teresa steps up to explain the product:

“So, you know those ketchup packets they give out at fast food places? Well imagine a really long one that holds yogurt instead. People can cut off the tip and squeeze the yogurt directly into their mouths, eliminating the need for a bowl and a spoon. It was specially designed for people to be able to eat their yogurt on the go. We are really struggling to think of a name.”

Bill thought for a second. Yogurt on the go. Hmmm.

“Ok, interesting,” said Bill, “What have you come up with so far?”

Teresa pulled out her list. “So far our top 3 are ‘Tube o Gurt’, ‘Mobile Yogurt’, and ‘Pro-Gurt’”

“Hmmm.”

There’s no way that this meeting happened though.

Because it’s yogurt. For on the go.

It’s too perfect, almost as if it was meant to be — as if the world was predestined to have this product.

Chills run down my spine as I make this realization. Was divine intervention at play in the creation of Go-Gurt?

Does God eat Go-Gurt?

God-Gurt.

The Idea Generation department in my brain once again runs a message up to the CEO:

If yogurt can be eaten out of a tube, why can’t other foods of similar consistency also be eaten out of a tube?

Like pudding. The naming doesn’t line up as perfectly, but it would work. The tag-line could be: “‘Pudding’ — as in ‘Pudding’ this tube in your mouth and sucking.”

Or Guacamole. The consumer could pack chips, and squirt the guac out of the tube onto each one. This would have to be more of a toothpaste-like container, but it’s the same idea.

Guaca-GO-le.

Mashed potatoes would also work.

GO-Tatoes.

Theoretically, even soup could work, although it’d be difficult to keep warm. Cold soup may be a more feasible option.

Gazpach-GO.

After hearing the “Gazpach-‘GO’” idea, my brain’s CEO sends the Idea Generation department away and back to their desks.

Alone now in his office, he paces back and forth.

There’s been a lot of pressure lately from my brain’s board of directors to produce material for the blog, and the CEO has doubts if he can keep this up. If he can continue pushing the whole brain to produce these posts.

Sometimes he feels like only 10% of the brain does anything at all, and the rest just takes up space.

A lot of the departments, including the CEO himself, feel overworked, and I can’t blame them. After all, when they finish playing their part in the writing, they have to shift focus entirely towards a full-time job.

The CEO stares out the two circular windows at the document on the screen: the blog that the brain has put together today. It’s not bad. There’s still some editing to do. His secretary can help with that in a few minutes.

It is tough though, continuing to come up with posts while a majority of the brain is occupied with other things.

“Max wants us to write,” thinks my brain’s CEO, “but he’s always on the go. There’s just not enough time.”

“And we’re in a drought too; there hasn’t been a good brain-storm in weeks. If only there was more time to work on these posts.”

As he’s about to sit down and call in his secretary for final editing, there’s a knock on his door.

It’s the Idea Generation department again.

“Sorry to bother you sir, but I couldn’t help notice that you mentioned trying to write blog posts while constantly on the go……

“Blog ‘GOsts’”

There was a small moment of silence.

Then the CEO sighed.

“Get the fuck out of my office.”