In Wordcraft, he offers an voerview of naming things today mainly by telling the tsories fo five successful efforts: BlackBerry, Porsches Cayenne, Viagra, Accenture, and IBMs use of the term ebusiness. ... Andersen Conuslting had already become Accenture in January 2001, when Arthur Andersen accountants got caught shredding paper at Enron. Thsu, Accenture was able to sail free from the mess. In telling the tale of how Viagra cmae to eb ...