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How Do We Say Tenato?


Hello, folks! So a lot of people ask me how do we say our company name. You know, that word that starts with the ‘T’? so I thought I would give you this little musical explanation. It goes like this:

You say ‘Ten-AY-to’ but we say ‘Ten-AH-to’.
Not like ‘tuh-MAY-tohs’.
We’re like ‘tuh-MAH-tohs’.
‘Ten-AY-to’, ‘Ten-AH-to’, ‘tuh-MAY-toh’, ‘tuh-MAH-toh’…
Let’s call the whole thing off!

Yes, we say ‘Ten-AH-to’! The¬†word itself comes from two words. One is ‘tenacity‘. After we had been in business for about 15 years, we decided to rebrand ourselves. Our previous name was ‘Start Marketing‘ because back then, the biggest thing for me was, “oh, I just got to start this thing!” I realized after 15 years, it’s not just about starting, it’s really about sticking with it. Especially when it comes to marketing and perfecting your methodologies for growing your business.

So, that’s where the ‘tenacity‘ comes from. The second word is actually tied into this musical interlude that I just played for you. It is a ‘tenuto‘, which is a little marking that you see over a musical note. When you see this, it means that that note gets brought out to be heard and it ensures it gets its full value. You hold it as long as you can hold it within the musical confines of keeping your beats. That’s exactly what we do for our clients in a lot of ways. We ensure that their messages are brought out to be heard and we make sure they get the full value. Not just from our services but the full value that they are entitled to when they deliver their services so that their pricing and their profit margin is maximized.

Between the ‘tenacity‘ and the ‘tenuto‘, that’s where you mash them together and that’s where you get ‘Ten-AH-to’. It’s, ‘Ten-AY-to’, ‘Ten-AH-to’, ‘tuh-MAY-toh‘, ‘tuh-MAH-toh‘…let’s call the whole thing off!

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Jacqueline Drew
About the Author - Jacqueline Drew
Jacqueline M. Drew, BComm, MBA is founder and CEO of Tenato Strategy Inc., a marketing research and strategy firm with bases in Calgary, Vancouver and Toronto. With over 25 years' experience in all facets of marketing strategy, she is a business consultant, trainer and speaker who loves to use her superpowers "to help the good guys win."