probably bionic

The gist of the discourse was that, if you wanted people to remember you and your work, you had to have a simple descriptive word or phrase that people could easily remember and associate that word with both you and your work; the hook, as they say in the advertising business.

Then he said, "For that purpose, I chose the word organic. If I were doing it today, I would choose a different word, probably bionic. One of you boys can use that."

Architect John Geiger, recounting a conversation with Frank Lloyd Wright that occurred in 1953, during his apprenticeship at Taliesin »