Don't call it that (2nd ed), Eli AltmanIn 2013, A Hundred Monkeys Creative Director Eli Altman published Dont Call It That, the worlds first and only naming workbook. Now, its back, 40% bigger, and better than ever. The second edition of Dont Call It That just hit the shelves and features six new chapters, interviews with people who used the book to name their businesses, new name species, and an expanded trademark section.