For two full seasons, my coach called me the wrong name… and I never corrected him.

I was 9 years old. Every game he’d say,
“El-din, you’re on first.”

And every time I’d respond, “Okay, Coach.”

My last name is pronounced Ed-lin. It’s commonly mispronounced and misspelled. Honestly, it still happens all the time.

In fact, I’ve taught my kids that when someone asks for our last name, we just spell it right away:

Edlin — E-D-L-I-N.

That experience stuck with me.

When I started ETS, I knew one thing for sure:
If people struggle to say or spell my name, they’ll struggle to find my company.

So instead of relying only on my last name for branding, I made a strategic decision.

I secured:
TornadoSmart.com and TornadoGoBag.com

Yes, SEO matters.
Yes, most people don’t type full domain names anymore.

But that’s exactly why clarity matters even more.

When someone Googles:
“tornado go bag” → I want them to find us.
“tornado safety education” → I want Tornado Smart at the top.

You can’t correct everyone who hears your brand on TV, podcasts, or in conversation.

But you can control how easy it is for them to find you.

These days, I do correct people when they say “El-din.”

But more importantly, I build systems that don’t require correction.

And speaking of systems…

You can now preorder your “Ed-lin” Tornado Go Bag starting today.

Official launch: 3.9.26

👉 www.TornadoSmart.com

Clarity builds credibility.
Make it easy for people to find you.