When he incorporated the company, Hawkins originally chose Amazin' Software as their company name, but his other early employees of the company universally disliked the name. He scheduled an off-site meeting in the Pajaro Dunes, where the company once held such off-site meetings. Hawkins had developed the ideas of treating software as an art form and calling the developers, "software artists". Hence, the latest version of the business plan had suggested the name "SoftArt". However, Hawkins and Melmon knew the founders of Software Arts, the creators of VisiCalc, and thought their permission should be obtained. Dan Bricklin did not want the name used because it sounded too similar (perhaps "confusingly similar") to Software Arts. However, the name concept was liked by all the attendees. Hawkins had also recently read a bestselling book about the film studio United Artists, and liked the reputation that the company had created. Hawkins said everyone had a vote but they would lose it if they went to sleep.