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Maple Valley? No.

At this time of year, I am always amazed by the number of mass emails that I receive from unknown people and companies. They have my email address, clearly, and yet I only receive one email a year from them – a happy holidays email. I am not opposed to holiday cheer. I love Christmas. But if you’re looking to build any sort of meaningful rapport with an audience, my sense is that you ought to send more than one email a year.

In other news, the Economist published an article this past week talking about how Toronto is attracting disaffected (Indian) tech workers from the US and, more particularly, Silicon Valley. It is largely a story of immigration and diversity. But at the end of it, the Economist also reports that some people are now calling Toronto, Maple Valley. Toronto immediately reacted to this moniker – negatively.

Nobody refers to Toronto as Maple Valley. And these sorts of names are stupid. In the 1990s, the Flatiron District in Manhattan started being called Silicon Alley (at least by some). That name was also stupid. New York is New York. And Toronto is Toronto. If you’re going to assign a nickname, it should not be derivative. And in the case of Toronto, you probably also want to avoid kitschy Canadian stereotypes.

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