Talk about power Ö just say the names of these guys and entire crowds swoon in adulation. (Or, sometimes, rise up in hatred.) How can a single word — a simple combination of letters! — exert such an influence? Who are these guys, anyway? For all their seeming effortlessness, they are, in fact, the hardest workers in the world of commerce. Because they know that their name is their word. Plain and simple. Deviate from their promise one bit, and they deflate faster than a punctured balloon. Thatís enough to keep the good ones on their toes, and working hard.