13 Secrets of Professional Naming Consultants

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When it comes to companies and products, names matter. A slick name makes a company sound trendy and cool, while a terrible name can have customers running into the arms of the competition. Unsurprisingly, many companies take the process very seriously, hiring outside naming consultants who either work within creative agencies or at agencies devoted entirely to naming. We got a few to give us the scoop on how their job really works.

1. IT’S NOT JUST A CREATIVE TASK.

“The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line.

The stakes are just too high for naming to be a purely creative project, because a bad name can break a product. Consider, for example, the major slump in sales ISIS chocolates experienced in 2014 when people began to associate their name with the Islamic State. (The company rebranded itself to Libeert.) And when the AIDS crisis hit in the 1980s, the diet candy company Ayds chose not to change its name, eventually suffering the consequences. (When asked about it, an official from its parent company, Jeffrey Martin, famously snapped, “Let the disease change its name.”) By 1988, the company conceded that the name was hurting sales, and changed it to Diet Ayds. But the product was soon pulled from shelves altogether.

“When you’re naming your kid or nicknaming your car it’s more creative. There aren’t as many consequences,” says Nina Beckhardt, founder and CEO of The Naming Group, a consultancy that works with Chevrolet, Kohler, and Capital One. “But when you’re brand naming, the name you select has to be strategically impeccable. It has to make sense and at least not offend millions of people around the globe.”

2. NAMES CAN’T JUST SOUND GOOD.

Naming isn’t just a subjective choice—really liking a name doesn’t mean it’s a good fit for your company. “People want to get more subjective with it,” Beckhardt says. “They’ll say that name reminds me of my cat or rhymes with such and such. That observation is so enormously unimportant compared with the fact that the name successfully checks all the boxes we created at the beginning.” The point is to find a name that gets across what the company wants to convey, rather than one that every person involved in the naming process loves.

For example, when The Naming Group was working with Capital One to develop their first brand-name rewards credit card, the company had to consider who they were trying to target—travelers. The result was the Venture card, a name with a connotation of adventure and exploration that’s “not right on the nose.”

3. IT HELPS TO HAVE A BACKGROUND IN LINGUISTICS—OR TRADEMARK LAW.

Though naming is essentially an exercise in corporate strategy, naming agencies don’t just employ people with backgrounds in branding and marketing. They also need linguistics experts to help generate names that make sense, have positive connotations in modern usage (i.e. nothing that might have a negative slang meaning), and inspire the associations the company wants to elicit.

Coming up with a name also involves some legal legwork. You can’t name your company or product after something that’s already trademarked. And if you want to expand internationally, the name needs to be available to trademark in other countries as well. That means naming agencies are often looking for people with a background in trademark law.

4. YOU HAVE TO COME UP WITH HUNDREDS OF NAMES, IF NOT THOUSANDS.

“Naming is a game of numbers,” Beckhardt says. “You have to have a lot of options.” Even if the potential names sound great, many are bound to run into trademark conflicts or not work in another language.

So before namers get together to present feasible ideas to the clients they’re working with, they come up with hundreds, if not thousands, of potential options. “At Catchword, 200 names is scratching the surface,” Skoultchi says.

5. BUT THE CLIENT WON’T SEE THEM ALL.

When faced with too many options to choose from, people tend to freeze up in what psychologists call “choice overload” [PDF]. Whether you’re talking about choosing between similar items at the grocery store or an endless array of potential product names, it’s overwhelming to consider all the possibilities. Namers take their initial 200 or 1000 ideas and whittle them down to present only the best (and most feasible) options. At Catchword, that means about 50 names.

But namers can also face the opposite challenge. If a client gets too set on a single idea, it blinds them to what might be better options still out there. “For each project I will get and try to get the client attached to a number of different names,” Beckhardt says, rather than looking for “the prince charming” of names.

6. A NAME CAN BE TOO ORIGINAL

The amount of meaning a name communicates lies along a continuum. On the one end, there’s an overly descriptive name. On the other end, there’s so-called “empty vessel” names, which are so far removed from actual words that they come off as meaningless. The ideal name falls somewhere in the middle, but if you end up too far toward the “empty vessel” side, your name will be a target for mockery.

Consider Tribune Publishing, the media company that owns the Chicago Tribune. In 2016, it rebranded as “tronc,” a name derived from the phrase “Tribune online content.” The move was widely mocked, for good reason. In The New York Times, a branding expert said the name “creates an ugliness.” The new name became a black eye for the company rather than a sign of its forward-thinking vision.

Empty vessel names are particularly common in the tech world, but played right, it can work. Google could be considered an empty vessel name, but it does have an origin, albeit one that most people aren’t familiar with. A googol is a huge number—10100—which makes sense within the context of the search engine’s ability to aggregate results from a near-infinite number of sources online.

7. A NAME CAN’T JUST SOUND GOOD IN ENGLISH.

One reason naming agencies need linguists is that unless a company is only marketing its products domestically, the name needs to work in multiple languages. If your product sounds slick in English but means something dirty in Norwegian, you’ve got a problem.

Plenty of companies have found this out the hard way. The Honda Fit was almost the Honda Fitta, but the company changed the name when it realized that “fitta” was slang for female genitalia in Swedish. The company later started calling it the Honda Jazz outside of North America.

Different languages also pronounce certain letters differently, which gets awkward if you’re not careful. “When we’re developing names we have to prepare for those mispronunciations to make sure that isn’t going to affect how people understand the product,” Beckhardt says. In Germany, Vicks sells its products under the name Wick, because the German pronunciation of the original brand name (in which a “v” is pronounced like an “f”) sounds like a slang word for sex.

Even if the name isn’t vulgar, it might have connotations in another language that you don’t want people associating with your product. In Mandarin, Microsoft’s Bing has to go by a different name, because “bing” means disease. Part of the naming process, according to Beckhardt, is “making sure that if we’re naming a skin care product, it doesn’t mean acne in Japanese.” She adds that at one point, while working on a rebranding project, The Naming Group came up with a name that ended up meaning “pubic hair” in another language. (Obviously, that one didn't get presented to the client.)

8. IF YOU DON’T COME UP WITH A FOREIGN NAME, CUSTOMERS MIGHT DO IT FOR YOU.

Famously, when Coca-Cola first started selling its products in China in 1927, it didn’t immediately come up with a new name that made sense in Chinese characters. Instead, shopkeepers transliterated the name Coca-Cola phonetically on their signage, leading to odd meanings like “bite the wax tadpole.” In 1928, Coke registered a Chinese trademark for the Mandarin 可口可乐 (K'o K'ou K'o Lê), which the company translates as “to permit mouth to be able to rejoice.”

9. COMING UP WITH A CHINESE NAME IS ESPECIALLY COMPLICATED.

Foreign companies are eager to expand into China’s growing market, but it’s not as easy as transliterating an American name, like LinkedIn, to Chinese characters. In some cases, companies use Chinese names that sound somewhat like their English equivalent, but in others, they go by names that don’t sound similar at all. “It’s this crazy art form of balancing phonetic similarity and actual meaning,” Beckhardt says.

Labbrand, a consultancy founded in Shanghai, helps American companies come up with names that work for Chinese markets. For LinkedIn’s Chinese name, Labbrand was able to come up with a name that both sounded a bit like the original and still had a meaning in line with the company’s purpose. 领英 (lǐng yīng) means “leading elite.” For other companies, though, it makes more sense to come up with a name that sounds nothing like the American brand, yet has a strategic meaning. For Trip Advisor, Labbrand came up with “猫途鹰 (māo tú yīng)," a combination of the characters for "owl" and "journey"—a reference to the company’s owl logo and its role as a travel site.

Some names, however, are just straight translations. Microsoft is 微软 (weiruan), two characters that literally mean “micro” and “soft.”

10. THERE ISN'T USUALLY AN ‘A-HA’ MOMENT.

“Oftentimes, clients are expecting epiphany, to have an ‘a-ha!’ moment, but those moments are more rare than you think,” Skoultchi says. “It’s not because the name ideas aren't great, it’s because most people have trouble imagining” what the names will sound like in the real world. “Context, visual identity, taglines, copy, and other factors influence our perception of a name and how appealing it is. Imagine just about any modern blockbuster brand, and now imagine it’s just a word on a page, in Helvetica, with little to no marketing support.”

To help customers understand how a name might look in real-world settings, Catchword gives it a slightly jazzier graphic design that’s more representative of what it would look like in the market, adding in potential taglines and ad copy to make it look more realistic.

11. YOU’RE NOT JUST NAMING ONE THING.

The Naming Group, for example, has worked with Capital One, Kohler, and Reebok to come up with names for multiple products, and they've also worked to establish parameters for future names. That's because what you call one product could have implications for your future products—and ideally, the names of different products across a company should work together.

Take the example of Fitbit. The company has a naming style that involves single-syllable, simple English words that are designed to convey something unique about the product. They also had to fit the tiny devices themselves, so length mattered. The name “Flex” went to the first wristband tracker, and the most advanced tracker became “Force.” Later, the first tracker that measured heart rate would become "Charge," and the one designed for high-intensity athletes, "Blaze." All the names have a similar vibe while managing to convey something about the specific device.

As a cautionary tale, imagine a world in which Steve Jobs was allowed to use his preferred name for the iMac, “MacMan.” (Luckily, an ad agency creative director talked him out of it.) Given how the “i” in iMac influenced Apple’s future naming conventions, would there later have been a PodMan and PhoneMan? Choosing the iMac led to a larger branding scheme—the iPod, the iPhone, the iPad—that's instantly recognizable. “The PhoneMan” just wouldn’t have the same ring.

12. COMPANIES OFTEN WAIT UNTIL THE LAST MINUTE.

There’s a perception that naming should come from within a company—that if you build a product, you automatically know the best thing to call it. But that’s often not the case. Companies usually don’t employ professional namers on staff and don’t have any set guidelines on how to come up with new names. And it’s often not until the last minute that they realize they need outside help to decide on a great moniker. “It can be so emotional,” Beckhardt explains. “Companies come to you pulling their hair out, [saying] ‘We just can’t decide; we haven’t found it yet.’”

13. IT ONLY TAKES A FEW WEEKS.

Naming something usually doesn’t involve a lightning bolt of inspiration, but neither do companies slave over names for months. According to Beckhardt, the process takes anywhere from four to six weeks, though they can expedite the process if they really need to.

13 Behind-the-Scenes Secrets of Dog Show Handlers

Dog handler Kellie Fitzgerald poses with her English Springer Spaniel 'James' after winning Best in Show at the Westminster Kennel Club's Dog Show in 2007
Dog handler Kellie Fitzgerald poses with her English Springer Spaniel 'James' after winning Best in Show at the Westminster Kennel Club's Dog Show in 2007
TIMOTHY A. CLARY/AFP/Getty Images

Every year, roughly 3000 dogs from around the country flock to Madison Square Garden to strut their stuff at the Westminster Kennel Club Dog Show. In all, some 190 breeds can enter the ring, each competing to look and act exactly as required for their breed’s ideal standard. But it takes a lot of hard work from dedicated handlers to produce a dog that can compete with the best of them. “What you see at Westminster, that’s the very final touch,” says Karen Mammano, who handles dogs with her husband Sam. “That’s the final product of everything we do.” We talked to a few handlers who have been at Westminster about what goes into training a dog with a shot at Best In Show.

1. The dogs have treadmills.

Among the qualities the judges take into consideration is the dog’s trotting pace. Many handlers put their pups on doggy treadmills set at a certain speed to get them used to keeping a particular trot. “It teaches them foot timing and the right kind of gait we want them to have,” Mammano says.

Some doggy treadmills cost more than $1000. But, according to dog handler Sharon Rives, that’s just part of these athletes’ training routine. “They’re developing their muscles just like any athlete,” she says, “any runner or football player or any athlete that has to train muscles to do something over and over again.”

2. Soup cans might be a dog handler’s best friend.

Judges also look closely at a dog’s stance—how it holds itself while standing still. “It’s kind of their supermodel stance,” says Rives. Every breed has an ideal stance, but teaching a dog to maintain that position while a judge pokes and prods often takes some creative training techniques. According to Rives, when her parents trained dogs in the 1980s, they used to have the dogs stand on four soup cans placed the correct distance apart.

“Everybody has their own way of doing it,” she says. “Now I have what we call stacking blocks, sort of a wooden device with four feet on it for the dogs to stand on and it’s adjustable. I start when they’re puppies with that and they stand on it for a couple minutes and as they get older they spend more time on it, maybe 15 or 20 minutes a day, to help train their muscles and body to remember to stand in that correct position.”

3. The dogs have ridiculously long names.

'Flynn' the Bichon Frise, with handler Bill McFadden, poses after winning 'Best in Show' at the Westminster Kennel Club 142nd Annual Dog Show in 2018
'Flynn' the Bichon Frise, with handler Bill McFadden, poses after winning 'Best in Show' at the Westminster Kennel Club 142nd Annual Dog Show in 2018
TIMOTHY A. CLARY/AFP/Getty Images

Professional pups have very fancy monikers that reflect their pedigree. For example, Rives’s Australian Shepherd answers to “Wiggle” but her full name is “Veritas Sexy and I Know It.” “Typically the prefix of the name is the kennel the dog is from,” she explains. “Veritas is my kennel name, so whenever I breed a dog, every dog has the word veritas in their name.” As for the rest of Wiggle’s full name, Rives says the litter theme was Top 40 Songs, so every puppy had a different song title in its name.

4. Handler cars must be inspected.

According to Mammano, the American Kennel Club inspects handlers’ vehicles before they can be listed as a "registered handler." What are they looking for? A car that could keep a dog alive in the most dire of conditions. “We have a generator, air conditioning, heat, a 30-gallon water tank,” she says. “We have to have fire extinguishers that haven’t expired and a heat monitor in the vehicle so if the air conditioning goes out the monitor knows. We’re pretty much self-contained.”

5. Dog shows aren’t natural.

Handlers are the first to admit that dogs weren’t made to trot around a ring. “Golden retrievers were never meant to run in circles in a show ring,” Mammano says. “They were meant to be out hunting and doing that job and other breeds were meant to be out pulling sleds. So I try and make it as fun for them as possible.”

6. There’s one quick way to get disqualified.

“If a dog bites a judge or a handler or another dog, that’s pretty much it for the rest of its career,” Rives says. “Aggression is not ever acceptable.”

7. You’re not a real handler until …

... you trip and fall in the ring. “I think we’ve all had a moment where we’ve fallen,” Rives says. “That’s always embarrassing. But I think I like to say that’s sort of like the dog show hazing. You haven’t been fully initiated into dog showing until you’ve completely wiped out in the ring.”

She also shares a hilarious story of one of her earliest shows, when she was just 16 years old. “Normally I use hot dogs or string cheese as bait, something I could put in my mouth, and I happened to only have liver that day, which I’m not gonna put in my mouth. I was wearing a suit that didn’t have pockets, but I had panty hose on so I thought I’ll just real slyly stick this in the waistband of my pantyhose under the flap of my jacket and when I need some bait I’ll just break off a little piece. Well, the liver made its way down the waistband of panty hose to my ankle and dog starts licking it. The judge is going, ‘Ma’am, the dog is licking your leg.’ I was just mortified.”

8. Handlers’ wardrobe choices are strategic.

When deciding what to wear for the big day, handlers have to make sure they’re not overshadowing the dog with fancy flair. “You want to dress to compliment the dog’s colors,” Rives says. “If you’re showing a black dog you don’t want to wear a black skirt because then you’re obscuring the dog.”

The more prestigious the show, the better the handlers dress. “We always joke that last week was fashion week for us because we were all trying to get suits for Westminster,” says Mammano.

And for the bigger shows, they invest in nice footwear, not only because they’re on their feet all day, but because their feet and ankles are going to be on TV. Rives is wearing the shoes she wore to her wedding. “They’re little silver ballet flats that have sparkly crystals on the toes,” she says.

9. It’s hard on the body.

Co-owner and handler David Fitzpatrick holds Pekingese Malachy after winning Best in Show at the Westminster Kennel Club Dog Show in 2012
Co-owner and handler David Fitzpatrick holds Pekingese Malachy after winning Best in Show at the Westminster Kennel Club Dog Show in 2012
Michael Nagle/Getty Images

“A lot of my peers have had their knees and hips replaced,” says David Fitzpatrick, a professional handler who works with the Pekingese breed. “You get tired just from being at the show.” And because dogs are always making left-hand turns in the ring, the handler’s left leg tends to take a beating.

10. They have lucky leashes, toys, and rubber bands.

Dog show people are quite superstitious. Fitzpatrick, for example, has a lucky leash. “I have one I’ve been using probably since 2004 because I know many dogs have had great success with it.”

Mammano won’t re-use a leash once it’s been used on a winning dog, opting instead to retire it. And she always wears three rubber bands around her arm to hold her number.

Also, Fitzpatrick says some owners carry around special toys for dogs, similar to the “busy bee” in Best In Show. “Most of these dogs do have a favorite thing and when you go into the ring and you can’t find that toy you do kinda go crazy like ‘Where is the busy bee?!’”

11. The dogs eat whatever they want.

Well, in the ring at least. “I had one dog way back in the early 2000s and all he wanted was filet mignon,” says Fitzpatrick. “He wouldn’t take chicken or liver, but the filet he would eat. So they get whatever they like. Or I had a Pomeranian that only liked potato chips. I had another dog who liked apples.”

12. Chalk and dryer sheets keep the dogs looking sharp.

Show dogs are some of the most pampered, well-groomed dogs in the world, but it takes a lot of work. “Every breed is going to have their own quirky thing they do to make the coat look a certain way,” Rives says. “One handler told me you should put dryer sheets on a wavy coat. Others say you should wash your dog’s coat in Dawn dish soap if you want it to be straight.”

Chalk is often used to make a dog’s coat look whiter, Fitzpatrick says. “Whatever it is to make the dog look better for the show, there’s probably a product out there for it.”

But according to Rives, grooming is a taboo topic among handlers because “people don’t want to share their secrets, and because there are things that are not allowed.” Indeed, too much grooming is considered cheating, so owners keep their tips and tricks to themselves. And if a handler sees another handler crossing the line, they’ll snitch. “It’s a self-regulating sport,” Rives says. “If you see somebody doing something they shouldn’t be, you’d report it.”

13. Best in show doesn’t come with a cash prize.

“You don’t win any money,” says Fitzpatrick, who won Best in Show at Westminster in 2012 with his Pekingese Malachy. “You get trophies and a lot of swag. We came home with bags of loot, but not one penny. It’s not about the money. It’s about competing at this historic event.”

This list first ran in 2016.

8 Secrets of Air Traffic Controllers

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As the United States enters into the second month of a government shutdown that began on December 22, 2018, federal employee shortages are becoming an increasing problem. On the morning of January 25, 2019, the FAA announced that due to air traffic control staffing shortages along the east coast, they were halting flights into New York City's LaGuardia Airport. It's a potent reminder that while pilots and flight attendants are key to making air travel safe, air traffic controllers—though less-visible—are just as essential in getting you from Point A to Point B.

The Federal Aviation Administration (FAA) employs more than 14,000 of them to choreograph the flow of airplanes on the ground and in the sky, whether that means using radar and other tools to direct aircraft at take off, communicating with pilots about flight paths and weather, or helping pilots land their planes safely. Take a look at these secrets of air traffic controllers to learn about their unique lingo, high degree of job stress, and occasional UFO sighting.

1. Many of them don't work at airports.

When you imagine an air traffic controller, you probably envision someone working in a tall glass tower at an airport. However, many controllers toil at either a Terminal Radar Approach Control (TRACON) facility or at a route center, which may be located far away from an airport.

According to air traffic controller Chris Solomon, who controls planes for the military, controllers in each of the three types of facilities have different responsibilities. “The typical tower controllers get the planes from the gate to the runway and then airborne to within five or so miles of an airport. The aircraft then becomes under the control of the approach controllers [TRACON],” he told the website Art of Manliness.

These TRACON controllers usually control the plane during its ascent and descent from the airport. When aircraft reach an altitude above 18,000 feet, the route center controller takes over, using radar to guide aircraft at cruising altitudes until the plane begins its descent. Then the approach controller takes the reins, followed by a tower controller who guides the plane’s landing.

2. Age is a major factor.

Some air traffic controllers begin their careers in the military, while others apply to the FAA’s Air Traffic Control Academy. But no matter how they enter the profession, they must have good vision, a sharp mind, and the ability to think quickly and clearly under pressure. The FAA requires that applicants be 30 years old or younger when they apply to the job, and controllers must retire at age 56, before most of them experience any age-related mental decline.

3. They have their own lingo.

Inside an air traffic control room

Pilots and air traffic controllers around the world must speak English to communicate (it's required by the International Civil Aviation Organization), but they also have their own flight-related language. This phonetic alphabetic and numerical system, which replaces letters (A to Z) and numbers (zero to nine) with code words, minimizes confusion and misunderstandings between air traffic controllers and pilots.

For example, controllers say “bravo” instead of the letter “B,” “Charlie” instead of the letter “C,” and “niner” instead of the number “nine.” (Theories explaining the origin of the code word “niner” differ, but aircraft enthusiasts speculate that the extra syllable differentiates it from the German word for “no” or distinguishes it from the pronunciation of the number “five.”) Air traffic controllers also have their own slang and, for instance, use the phrase “souls on board” to refer to the number of people on a plane.

The phonetic system is spelled out in detail in the FAA Order 7110.65 manual [PDF], along with other key code words, phrases, and procedures. Controllers call the manual their "bible," study it during training, and review it regularly to keep apprised of any updates and additions.

4. Pilots with heavy accents can frustrate them.

Although English is the official language of aviation, not all pilots speak it well. Air traffic controller Brandon Miller, who works for Potomac Terminal Radar Approach Control (TRACON) in northern Virginia, tells Mental Floss that it can be difficult to communicate with foreign pilots. “However, we are in the business of communication,” he says, explaining that learning to solve potential communication issues is part of their training. When talking to a pilot who has a heavy accent, controllers may speak more slowly, enunciate words more dramatically, and try to avoid changing routes as much as possible.

Stephen, an air traffic controller with the FAA, echoes Miller’s point. “We mainly just bitch amongst ourselves, say things very slowly, and do the best we can” when dealing with pilots who have heavy accents, he wrote on Reddit.

5. They alternate between stress and boredom.

An airplane and an air control tower

Because they’re responsible for thousands of lives 24 hours a day, 365 days a year, most air traffic controllers experience a high level of job-related stress. “We often miss birthdays, we work on holidays and weekends, and often operate on alternative sleep cycles,” Miller explains. Staying focused is essential, especially during times of busy traffic and bad weather, so most air traffic controllers take a break every hour or two, depending on the rules at their facility.

According to Miller, the diversity of tasks in his work day keeps his job challenging. At any given time, he may be directing Air Force One or other VIPs (from our country or a foreign one), sequencing commercial passenger jets into a variety of airports in the Washington, D.C. area, assisting police or paramedic helicopters, expediting military fighters and military transport planes, or looking for suspicious aircraft in the Washington, D.C. Special Flight Rules Area.

On the other hand, graveyard shifts and periods with less traffic can be tedious and dull. “Hours and hours of boredom combined with moments of sheer terror, as we like to say,” Stephen told Reddit. “But if you like the challenge and want to be where the action is, it's a great job!”

6. They're probably overworked.

In a 2011 article for The Daily Beast, Bob Richards, who worked as an air traffic controller at Chicago O’Hare International Airport for more than two decades, described his job as “thrilling, fulfilling, and utterly exhausting.” Richards noted that four of his coworkers died of sudden cardiac death, two died of pancreatic cancer, and many others suffered from stress-related gastrointestinal illnesses. In his early 40s, Richards himself suffered from atrial fibrillation, which eventually progressed into congestive heart failure.

A secret study conducted by NASA in 2011 found that almost one-fifth of controllers made significant errors, partly due to chronic fatigue caused by their lack of sleep and busy shift schedules. To combat fatigue and address controllers who were allegedly asleep on the job, the FAA issued a series of new rules that increase the mandatory time between controllers’ shifts.

7. UFO sightings definitely happen.

A screen showing radar

During the course of their careers, most air traffic controllers have personally spotted (or have a coworker who has spotted) some sort of unidentified flying object. UFO sightings are more common at night, when air traffic controllers may see an unexplained blinking light that doesn’t appear to be coming from an aircraft. But strange sightings aren't necessarily alien life forms—radar is so sensitive that it may pick up items such as clouds, a flock of birds, or even a large truck on the ground.

8. RObots won't be replacing them.

Commercial aircraft landing

Although air traffic controllers rely on radar and other technology to do their jobs, they’re not in danger of technology replacing them any time soon. With so many lives at stake, air traffic control will likely always require humans to ensure that automated systems function properly and technology doesn’t malfunction. And controllers enjoy the sense of satisfaction that comes with using their knowledge and skills to help passengers get from point A to point B safely. “There is a great amount of pride that my coworkers and I take knowing that safety of air traffic control is the last thing on passengers' minds when they get buckled in the airplane,” Miller says.

An earlier version of this story ran in 2017.

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