What's in a name?
Smart Ass Products, and the Smart Ass Fuel Mule. A name like that, well, you know it's going to get a reaction. That was of course part of it's appeal when I chose it.
And probably about 99% of the time, people LOVE it. I go into the bank to setup my accounts, and the lady at the desk is cracking up. I share with a marketing company and they are exited to work with a fun brand like this. I'm at an lakeside event and somebody is asking me where they can buy one of our T-shirts because she loves the logo.
And then every now and then, we come upon someone that isn't so sure about it. And in some cases, that may even act offended or as if our choice of a name is unprofessional or worse. It's pretty rare, but it's happened of course. And that's ok. They don't know me, they don't know my heart, who I am. So I figured, well... maybe I can help with that.
One such time was nearly a year ago now, I had a customer email me. His name was Paul. "Hey Jerry, Why the name? Seems a little unprofessional for a company. Neat product."
I took a little time, and wrote him a thoughtful email response, that I'll simply share with you now almost exactly as I sent it then...
So the short story is I first thought of this product now known as The Smart Ass Fuel Mule back in early 2020. I was sick of dragging fuel jugs down to my own dock to fuel my boat, and I wasn't about to pay the huge markups at the marinas on a regular basis, I'd rather spend that money on a lakeside dinner for my family (perhaps at one of those marinas, they'll still get my money after all!). With a background in engineering and entreprenuership, I drew it up in CAD and started ordering parts that summer. I called it the fuel mule because, well, it carried fuel, like a mule might carry cargo, and it rhymed.
I had a bad boating accident that nearly killed me in August of 2020 and it took a long time to heal. I assembled the first Smart Ass Fuel Mule prototype in the spring of 2021 and began using it. I was still healing from my accident and working my way through a series of 8 surgeries to do so, but when I felt up to it, I worked on it. Those were some challenging times, but God carried me and my family through every step, and used that time mightily in the lives of my girls (I have three daughters).
Wait a second, this guy that uses an edgy word for ‘donkey’ is also talking about God now? What a hypocrite!
First off: I’m not suggesting that’s your reaction, but I could see someone reacting that way. I would suggest maybe they get to know me a little better first.
I thought the idea was pretty Smart. If I do say so myself 😉.
And well… I was considering bringing the product to market and needed a company game. I’ve always been a bit of a Smart Aleck. So… well… Mule, Donkey, Fuel, Smart, Smart Aleck... Smart Ass Fuel Mule.
I wrestled with it a bit quite honestly. I loved the name and the playfulness that it could allow. I thought it witty, catching. After running another manufacturing and e-commerce business for 19 years, I saw the value of that. I also knew it could be handled well, ‘ass without crass’. Or that it could be handled poorly.
I didn’t come to a decision to name the company Smart Ass Products lightly. I worked through it for a while. I played with other names. I even bought some other domain names and still hold some of them. Smart Donkey Products… nah. Intelligent Donkey Products…. Too wordy and hard to spell for people in a hurry. Smart Aleck Products? Smart Alex Products? Again, people would mispell it. And when it came right down to it… I really liked the lighthearted playfulness allowed by Smart Ass Products.
Synonyms for Smart Ass -- “Know-it-all” “wise-guy” “wiseacre” “smarty-pants”. But the product is the Smart Ass Fuel MULE, and Smart Ass as a brand is just so perfect for that. So on those synonyms.... Nope. Nope. Nope. Nope.
And I kept praying about it. I spoke with my old pastor, Ron. He’s known me since I first came back to Christ in 1995 at his church in Chamblee, GA. He married my wife Joy and I in 2002 and we've stayed close. I kept praying. I spoke with my pastor from where I lived before moving to the lake, Jack. He’s known me for about 17 years now, and I used to be on the church finance team with him, and have met with him regularly over the years even since we’ve moved away from that area. I kept praying. I spoke with my current pastor and friend here in Gainesville GA, he’s known me since about 2014, and known me well since about 2018.
These men who love the Lord, and who love me, also know me. They know my heart and who I really am. All three of them supported my using this name. They understood the edginess of it. They also understand who God made me, and that’s, well, more than a little bit edgy. Like Peter perhaps, I think any one of them would tell you 😉. They understood my heart, and my goals in building this company and bringing cool, smart products to life. And prayerfully, they supported me in that.
I went to the Word through all of this time as well. Did you know that the word "ass" appears 86 times in the King James Bible? “Asses” appears 64 times. “Ass’s” appears another 4 times.
And I kid you not… Remember Peter I mentioned above? The very last time the word ‘ass’ is used in the KJV Bible…. Without context… the written words are ‘dumb ass’.
Context sets that straight from what that could otherwise be interpreted as.
Peter was talking about a Donkey.
I am too.
Like Peter may have expressed in that moment-- there may be a little wit, a little humanity, a little crack of a smile and playful usage. But the heart of it remains ‘ass without crass’.
It’s not a dirty word, unless it’s used in a dirty manner. And it’s not.
The word ‘ass’ on it’s own, can be used in a dirty manner, in reference to a part of the body as a crass/slang or sometimes even vulgar way to reference that body part. And then of course, some people take that further, and add another four letters to reference a specific part of that area of the body, also typically used in a dirty or vulgar manner.
But Smart Ass. Even when used in a slang manner… calling someone a ‘smart ass’ is never vulgar.
It can be used as a compliment.
It can be used playfully.
It can be used with a bit of annoyance.
But it’s never vulgar.
It’s not the same thing as using a term to be dirty, or vulgar, or hateful, or otherwise. The heart of the matter... well.... matters.
So all that said….. I will remain human making my very best effort to honor God in all that I do. But I know this also, he remembers how he made me. And he made me from dirt. He made a vessel with that dirt that’s been beaten, and broken, and through it all – he’s made a vessel who loves the Lord my God with all of my heart, mind, soul, and strength, and who makes every effort I can muster to love others as myself. And who through this business is loving people in an effort to help others grow closer to the Lord. People that never knew God before have grown closer to him through our working together. And that’s the kingdom of God in action.
I take no credit. I’m just a dirt-clay broken and patched vessel trying to stay in the hands of the potter and not jump off the wheel to do things my own way. I fail sometimes. But I do love Him.
I do appreciate your asking and leading me to take the time to type this out. I may turn it into a blog entry for our site actually. It’s pretty spaced out that I hear it, but you’re not the first I’ve had raise the concern. By and large however people love the name. But I wanted you to know that I didn’t make my decision just based on what I thought people may love. But rooted firmly on a careful seeking of God, his Word, and wise counsel.
Thanks for your time Paul! Blessings to you!!
Jerry Hoffmann, Founder
https://SmartAssProducts.net
404-955-7622
And well, that's pretty much that. The aim is yes, some playful wit and a crack of a grin perhaps, but we are about 'donkey, not dirty' and 'ass without crass'. We're about having a little fun while we're building cool smart solutions to problems and presenting them to the world. And we're about sharing the love of Christ in everything we do. I hope whether you loved the name or hate it before you read this, and whether this changed that or not, that you'll at least be able to hear the heart we intend and have had in it.
So as I wished Paul above, you too, I pray you be blessed!
And remember - Don't be a dumb donkey. Be a Smart Ass!