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Nanotype GmbH, a German nanotechnology company specializing in pharmaceutical applications came to us with a very interesting assignment. They had developed a test which could measure the exact force of the molecular bond between any two atoms in a molecule, or between any two molecules.

This had never been done before and, in fact it was thought to be impossible. Our assignment was not only to develop a trademarkable name for this new force, but to create a name that the scientific community could easily understand and adopt as a term of art.

Our solution: Tractivity. It combines the words "active" and "attraction" to connote dynamic binding in a single easy to remember word.