Actually, I have no idea how Amazon.com got its name. Imagining how it got its name illustrates the power of an image–painting a picture in words.  An image is something you can perceive with at least one of your five senses. It helps convey something abstract you have in mind in a way that is concrete to others. So, I imagine that Jeff Bezos goes to his marketing firm and says, “I need a name and corporate identity for my…