Juliet:
“What’s in a name? That which we call a rose
By any other name would smell as sweet.
“Shakespeare’s Romeo and Juliet (II, ii, 1-2) 

Juliet claims that a name is just a name, but clearly all marketing people will tell you that a name is an important part of the essence. Just think that starting tomorrow we would call Coca-Cola  Pepsi and vice versa.

I believe that RA is an evolving profession and not a random occupation. We have an established name for our profession, Revenue assurance. It may not be such a great name, because it also covers costs assurance. However, it is a well known and widely used name and so I am happy with it. My problem is with the way we call ourselves; are we RA experts, RA practitioners? Read the rest of this entry »