Here’s how he sold the idea to Walton:
- The name contains the seed of Walton’s name, but does not trumpet it too loudly. This appealed to Walton, who was a modest man.
- The name has only seven letters. That meant that when Walton went to buy stock display letters to put on the store, he would only have to buy seven per store. Walton was, by nature, a penny-pincher.
—Adapted from The Art of Woo: Using Strategic Persuasion to Sell Your Ideas, Richard Shell and Mario Moussa, Penguin.