Imagine this: So you call into a company, complaining about something and they ask for your information. You provide a very common word, such as Innovate as your company name. The person on the phone types in Innovate (because you didn’t specify anything differently) and cannot find your record. You get very mad at that person and tell the person that they are accusing you of lying and then WALK AWAY FROM THE PHONE cursing. So the person at the company tells your what she can only assume is your wife still on the phone to e-mail the information over so that she can assess further.
When that e-mail arrives the person realizes that you have spelled Innovate as Innov8… Seriously – You didn’t have the intelligence to tell the person on the phone that oh by the way, my company name isn’t spelled like the word!?