{"id":2427,"date":"2026-08-11T14:07:25","date_gmt":"2026-08-11T21:07:25","guid":{"rendered":"https:\/\/frankmasotti.com\/insights\/?p=2427"},"modified":"2026-08-11T14:08:55","modified_gmt":"2026-08-11T21:08:55","slug":"yes-business-names-are-entities","status":"publish","type":"post","link":"https:\/\/frankmasotti.com\/insights\/yes-business-names-are-entities\/","title":{"rendered":"Yes Business Names Are Entities"},"content":{"rendered":"<!--themify_builder_content-->\n<div id=\"themify_builder_content-2427\" data-postid=\"2427\" class=\"themify_builder_content themify_builder_content-2427 themify_builder tf_clear\">\n                    <div  data-lazy=\"1\" class=\"module_row themify_builder_row tb_mz15303 tb_first tf_w\">\n                        <div class=\"row_inner col_align_top tb_col_count_1 tf_box tf_rel\">\n                        <div  data-lazy=\"1\" class=\"module_column tb-column col-full tb_1ewp303 first\">\n                    <!-- Breadcrumbs module -->\n<div  class=\"module module-breadcrumbs tb_n0wp365 \" data-lazy=\"1\">\n\t<nav role=\"navigation\" aria-label=\"Breadcrumbs\" class=\"tbp_breadcrumb_trail\"><ul class=\"tbp_trail_items\" itemscope itemtype=\"http:\/\/schema.org\/BreadcrumbList\"><meta name=\"numberOfItems\" content=\"1\" \/><meta name=\"itemListOrder\" content=\"Ascending\" \/><li itemprop=\"itemListElement\" itemscope itemtype=\"https:\/\/schema.org\/ListItem\" class=\"tbp_trail_item tbp_trail_end\"><a itemprop=\"item\" href=\"https:\/\/frankmasotti.com\/insights\/\" rel=\"home\"><span itemprop=\"name\">Home<\/span><\/a><meta itemprop=\"position\" content=\"1\" \/><\/li><\/ul><\/nav><\/div><!-- \/Breadcrumbs module -->\n<!-- module text -->\n<div  class=\"module module-text tb_6bng355   \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <p dir=\"ltr\" data-sourcepos=\"3:1-3:351;35-385\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2430 size-full\" title=\"Yes Business Names Are Entities\" src=\"https:\/\/frankmasotti.com\/insights\/wp-content\/uploads\/2026\/08\/Yes-Business-Names-Are-Entities.webp\" alt=\"Yes Business Names Are Entities\" width=\"1024\" height=\"576\" srcset=\"https:\/\/frankmasotti.com\/insights\/wp-content\/uploads\/2026\/08\/Yes-Business-Names-Are-Entities.webp 1024w, https:\/\/frankmasotti.com\/insights\/wp-content\/uploads\/2026\/08\/Yes-Business-Names-Are-Entities-300x169.webp 300w, https:\/\/frankmasotti.com\/insights\/wp-content\/uploads\/2026\/08\/Yes-Business-Names-Are-Entities-768x432.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"3:1-3:351;35-385\">If you searched this, you probably ran into the claim somewhere and could not tell whether it was literally true or just SEO language dressed up. It is literally true. A business name is treated as an entity reference by AI systems. The name is not decoration on top of the real thing. It is the pointer the whole system uses to reach the real thing.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"5:1-5:460;387-846\">Here is the part that matters more than the yes. Your name is an entity, but the entity behind your name is not automatically your business. A business name works less like a private address and more like a shared one. Every other thing that has ever used that same string of text, a company in another state, a surname, an ordinary word, a product line, a street, shares the address with you until something in the available evidence separates you from them.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"7:1-7:225;848-1072\">So the useful question is not whether your business name is an entity. It is whether your business is the entity your name currently resolves to, and whether every version of your name in circulation points at that same one.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"9:1-9:62;1074-1135\">You Own Your Name Legally. You Do Not Own It Structurally.<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"11:1-11:337;1137-1473\">An LLC filing makes a name yours inside one state registry. A trademark makes it yours inside a class of goods and services. A domain registration makes one exact string yours on the public internet. None of those three facts tell an AI model which business is meant when your name appears in a sentence with no other context around it.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"13:1-13:412;1475-1886\">Models are not consulting a registrar to settle that question. They are working from how the name has actually been used across the sources available to them, and usage is messier than registration. Ownership is a legal status. Resolution is an evidence problem, and a business can hold every legal right to its name while the evidence pointing somewhere else is more consistent, more repeated, or simply older.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"15:1-15:378;1888-2265\">This is why the name question sits underneath everything else rather than beside it. If the pointer lands on the wrong thing, the accuracy of your website never gets a chance to matter, which is the same dependency described in <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/frankmasotti.com\/insights\/what-is-an-entity-and-why-does-ai-care\/\">what an entity is and why AI cares<\/a>, seen from the direction of the name.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"17:1-17:27;2267-2293\">Why Owners Never Notice<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"19:1-19:301;2295-2595\">You have never once had to disambiguate your own business name, because you have never encountered it without context. When you say it, you are standing in your building. When you write it, it sits above your logo and beside your phone number. The name arrives already resolved every time you use it.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"21:1-21:351;2597-2947\">An AI model meets your name in the opposite condition, sitting in a directory row, in a sentence on someone else&#8217;s page, in a caption, in a review, often with almost nothing attached. Each appearance is a separate small decision about which thing is meant. You never watch those decisions get made, and you never see the ones that went the wrong way.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"23:1-23:40;2949-2988\">A Name Is a Pointer, Not a Container<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"25:1-25:197;2990-3186\">The name holds none of your attributes. It only routes to the place where your attributes are stored, which means the practical risk is not that your name is wrong. It is that your name is plural.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"27:1-27:417;3188-3604\">Most businesses circulate four or five versions of themselves without ever deciding to. There is the legal name with the corporate suffix. There is the trade name customers actually use. There is the shortened form the team says on the phone. There is the version with the city attached, added by a directory. There is the version with a service word bolted on, added years ago by a listing site and never corrected.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"29:1-29:798;3606-4403\">Each of those is a different string of text. A model can often connect them, and frequently does, but connecting them is work that has to succeed rather than a step that is guaranteed. When the versions vary and the surrounding details vary with them, one address, one category, one phone number differing across sources, the connection can fail quietly. Two partial versions of your business end up sitting side by side, each holding some of your real information, neither holding all of it. From the outside that never looks like an error. It looks like a model that knows less about you than it should, which is a large part of why <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/frankmasotti.com\/insights\/being-visible-to-ai-is-not-the-same-as-being-understood-by-ai\/\">being visible to AI is not the same as being understood by AI<\/a>.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"31:1-31:408;4405-4812\">The names that struggle most are the ones built from ordinary words. Summit, Anchor, Compass, Meridian, Pioneer. These names test well with customers precisely because they are familiar, and familiarity is exactly what makes them hard to resolve. The string already has a hundred other jobs in the language before your business ever claimed it, and every one of those jobs is competing for the same pointer.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"33:1-33:45;4814-4858\">When the Business Is Named After a Person<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"35:1-35:350;4860-5209\">A personal name introduces a second kind of ambiguity that catches owners off guard. A person is an entity. A company is an entity. When the company is named after its founder, those two entities carry nearly identical strings, and the model has to decide, appearance by appearance, whether a given mention is about the individual or about the firm.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"37:1-37:664;5211-5874\">Often that decision does not matter. Sometimes it matters a great deal, because the credentials, the reviews, the service description, and the location need to attach to the organization for the business to be recommendable, while the biography and professional background belong to the person. When those get mixed, you end up with a model that speaks confidently about the founder and vaguely about the company, or the reverse. Structured data is the clearest place to state that relationship rather than leave it inferred, which is one of the specific jobs described in <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/frankmasotti.com\/insights\/what-schema-actually-does\/\">what schema actually does<\/a>.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"39:1-39:25;5876-5900\">When the Name Changes<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"41:1-41:121;5902-6022\">A rebrand is the case where the pointer problem becomes most expensive, and it is the one owners are least prepared for.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"43:1-43:579;6024-6602\">Years of accumulated evidence sit attached to the old name. Reviews, articles, listings, mentions, links. The new name starts with almost none of that, so for a period longer than most owners expect, the old name still holds the richer entity and the new one holds a thin version. The model is not being stubborn. It is weighing evidence, and the old evidence is deeper. This is the behavior described in <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/frankmasotti.com\/insights\/ai-might-be-describing-the-business-you-used-to-be\/\">AI might be describing the business you used to be<\/a>, showing up in its sharpest form.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"45:1-45:204;6604-6807\">The rebrand only completes structurally when enough sources state the connection between the two names explicitly rather than leaving the model to infer it from a coincidence of address and phone number.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"47:1-47:28;6809-6836\">The Business Consequence<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"49:1-49:408;6838-7245\">The cost lands at a specific moment. A prospect asks a model about you by name, before ever reaching your website, and the model answers from whichever entity that name resolved to. If it resolved to a partial version, the answer omits the work you most want to be known for. If it resolved to a similar business elsewhere, the answer describes a company that is not yours, in a tone of complete confidence.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"51:1-51:187;7247-7433\">Neither outcome produces a complaint, a bounce, or a line in your analytics. The prospect simply does not proceed, and you never learn that a naming collision made the decision for them.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"53:1-53:51;7435-7485\">Where the AI Business Understanding Report Fits<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"55:1-55:417;7487-7903\">The only way to see which entity your name is currently reaching is to ask the models directly and read what comes back. The AI Business Understanding Report examines how ChatGPT, Gemini, and Claude each resolve your business name, which attributes have attached to it, whether any of them belong to something you are not, and whether the different versions of your name in circulation are landing in the same place.<\/p>\n<h2 class=\"mt-3 -mb-1 text-[1.125rem] font-bold\" dir=\"ltr\" data-sourcepos=\"57:1-57:30;7905-7934\">A Simpler Way to Hold This<\/h2>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"59:1-59:232;7936-8167\">Your name is doing structural work you never assigned it. It is not a label on the outside of your business. It is the route to everything a model believes about you, and that route is shared with every other use of the same words.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\" data-sourcepos=\"61:1-61:153;8169-8321\">If you want to see where your name is currently pointing, <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/frankmasotti.com\/order-now.html\">the AI Business Understanding Report<\/a> will show you.<\/p>    <\/div>\n<\/div>\n<!-- \/module text --><!-- module plain text -->\n<div  class=\"module module-plain-text tb_j12e587 \" data-lazy=\"1\">\n        <div class=\"tb_text_wrap\">\n    <script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"Article\",\n  \"@id\": \"https:\/\/frankmasotti.com\/insights\/yes-business-names-are-entities\/#article\",\n  \"url\": \"https:\/\/frankmasotti.com\/insights\/yes-business-names-are-entities\/\",\n  \"headline\": \"Yes Business Names Are Entities\",\n  \"description\": \"A business name acts as an entity reference, pointing AI systems toward the business and the attributes associated with it. 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It is literally true. A business name is treated as an entity reference by AI systems. The name is not decoration on top of the real thing. It is the pointer the whole system uses to reach the real thing.<\/p> <p dir=\"ltr\" data-sourcepos=\"5:1-5:460;387-846\">Here is the part that matters more than the yes. Your name is an entity, but the entity behind your name is not automatically your business. A business name works less like a private address and more like a shared one. Every other thing that has ever used that same string of text, a company in another state, a surname, an ordinary word, a product line, a street, shares the address with you until something in the available evidence separates you from them.<\/p> <p dir=\"ltr\" data-sourcepos=\"7:1-7:225;848-1072\">So the useful question is not whether your business name is an entity. It is whether your business is the entity your name currently resolves to, and whether every version of your name in circulation points at that same one.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"9:1-9:62;1074-1135\">You Own Your Name Legally. You Do Not Own It Structurally.<\/h2> <p dir=\"ltr\" data-sourcepos=\"11:1-11:337;1137-1473\">An LLC filing makes a name yours inside one state registry. A trademark makes it yours inside a class of goods and services. A domain registration makes one exact string yours on the public internet. None of those three facts tell an AI model which business is meant when your name appears in a sentence with no other context around it.<\/p> <p dir=\"ltr\" data-sourcepos=\"13:1-13:412;1475-1886\">Models are not consulting a registrar to settle that question. They are working from how the name has actually been used across the sources available to them, and usage is messier than registration. Ownership is a legal status. Resolution is an evidence problem, and a business can hold every legal right to its name while the evidence pointing somewhere else is more consistent, more repeated, or simply older.<\/p> <p dir=\"ltr\" data-sourcepos=\"15:1-15:378;1888-2265\">This is why the name question sits underneath everything else rather than beside it. If the pointer lands on the wrong thing, the accuracy of your website never gets a chance to matter, which is the same dependency described in <a href=\"https:\/\/frankmasotti.com\/insights\/what-is-an-entity-and-why-does-ai-care\/\">what an entity is and why AI cares<\/a>, seen from the direction of the name.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"17:1-17:27;2267-2293\">Why Owners Never Notice<\/h2> <p dir=\"ltr\" data-sourcepos=\"19:1-19:301;2295-2595\">You have never once had to disambiguate your own business name, because you have never encountered it without context. When you say it, you are standing in your building. When you write it, it sits above your logo and beside your phone number. The name arrives already resolved every time you use it.<\/p> <p dir=\"ltr\" data-sourcepos=\"21:1-21:351;2597-2947\">An AI model meets your name in the opposite condition, sitting in a directory row, in a sentence on someone else's page, in a caption, in a review, often with almost nothing attached. Each appearance is a separate small decision about which thing is meant. You never watch those decisions get made, and you never see the ones that went the wrong way.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"23:1-23:40;2949-2988\">A Name Is a Pointer, Not a Container<\/h2> <p dir=\"ltr\" data-sourcepos=\"25:1-25:197;2990-3186\">The name holds none of your attributes. It only routes to the place where your attributes are stored, which means the practical risk is not that your name is wrong. It is that your name is plural.<\/p> <p dir=\"ltr\" data-sourcepos=\"27:1-27:417;3188-3604\">Most businesses circulate four or five versions of themselves without ever deciding to. There is the legal name with the corporate suffix. There is the trade name customers actually use. There is the shortened form the team says on the phone. There is the version with the city attached, added by a directory. There is the version with a service word bolted on, added years ago by a listing site and never corrected.<\/p> <p dir=\"ltr\" data-sourcepos=\"29:1-29:798;3606-4403\">Each of those is a different string of text. A model can often connect them, and frequently does, but connecting them is work that has to succeed rather than a step that is guaranteed. When the versions vary and the surrounding details vary with them, one address, one category, one phone number differing across sources, the connection can fail quietly. Two partial versions of your business end up sitting side by side, each holding some of your real information, neither holding all of it. From the outside that never looks like an error. It looks like a model that knows less about you than it should, which is a large part of why <a href=\"https:\/\/frankmasotti.com\/insights\/being-visible-to-ai-is-not-the-same-as-being-understood-by-ai\/\">being visible to AI is not the same as being understood by AI<\/a>.<\/p> <p dir=\"ltr\" data-sourcepos=\"31:1-31:408;4405-4812\">The names that struggle most are the ones built from ordinary words. Summit, Anchor, Compass, Meridian, Pioneer. These names test well with customers precisely because they are familiar, and familiarity is exactly what makes them hard to resolve. The string already has a hundred other jobs in the language before your business ever claimed it, and every one of those jobs is competing for the same pointer.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"33:1-33:45;4814-4858\">When the Business Is Named After a Person<\/h2> <p dir=\"ltr\" data-sourcepos=\"35:1-35:350;4860-5209\">A personal name introduces a second kind of ambiguity that catches owners off guard. A person is an entity. A company is an entity. When the company is named after its founder, those two entities carry nearly identical strings, and the model has to decide, appearance by appearance, whether a given mention is about the individual or about the firm.<\/p> <p dir=\"ltr\" data-sourcepos=\"37:1-37:664;5211-5874\">Often that decision does not matter. Sometimes it matters a great deal, because the credentials, the reviews, the service description, and the location need to attach to the organization for the business to be recommendable, while the biography and professional background belong to the person. When those get mixed, you end up with a model that speaks confidently about the founder and vaguely about the company, or the reverse. Structured data is the clearest place to state that relationship rather than leave it inferred, which is one of the specific jobs described in <a href=\"https:\/\/frankmasotti.com\/insights\/what-schema-actually-does\/\">what schema actually does<\/a>.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"39:1-39:25;5876-5900\">When the Name Changes<\/h2> <p dir=\"ltr\" data-sourcepos=\"41:1-41:121;5902-6022\">A rebrand is the case where the pointer problem becomes most expensive, and it is the one owners are least prepared for.<\/p> <p dir=\"ltr\" data-sourcepos=\"43:1-43:579;6024-6602\">Years of accumulated evidence sit attached to the old name. Reviews, articles, listings, mentions, links. The new name starts with almost none of that, so for a period longer than most owners expect, the old name still holds the richer entity and the new one holds a thin version. The model is not being stubborn. It is weighing evidence, and the old evidence is deeper. This is the behavior described in <a href=\"https:\/\/frankmasotti.com\/insights\/ai-might-be-describing-the-business-you-used-to-be\/\">AI might be describing the business you used to be<\/a>, showing up in its sharpest form.<\/p> <p dir=\"ltr\" data-sourcepos=\"45:1-45:204;6604-6807\">The rebrand only completes structurally when enough sources state the connection between the two names explicitly rather than leaving the model to infer it from a coincidence of address and phone number.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"47:1-47:28;6809-6836\">The Business Consequence<\/h2> <p dir=\"ltr\" data-sourcepos=\"49:1-49:408;6838-7245\">The cost lands at a specific moment. A prospect asks a model about you by name, before ever reaching your website, and the model answers from whichever entity that name resolved to. If it resolved to a partial version, the answer omits the work you most want to be known for. If it resolved to a similar business elsewhere, the answer describes a company that is not yours, in a tone of complete confidence.<\/p> <p dir=\"ltr\" data-sourcepos=\"51:1-51:187;7247-7433\">Neither outcome produces a complaint, a bounce, or a line in your analytics. The prospect simply does not proceed, and you never learn that a naming collision made the decision for them.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"53:1-53:51;7435-7485\">Where the AI Business Understanding Report Fits<\/h2> <p dir=\"ltr\" data-sourcepos=\"55:1-55:417;7487-7903\">The only way to see which entity your name is currently reaching is to ask the models directly and read what comes back. The AI Business Understanding Report examines how ChatGPT, Gemini, and Claude each resolve your business name, which attributes have attached to it, whether any of them belong to something you are not, and whether the different versions of your name in circulation are landing in the same place.<\/p> <h2 dir=\"ltr\" data-sourcepos=\"57:1-57:30;7905-7934\">A Simpler Way to Hold This<\/h2> <p dir=\"ltr\" data-sourcepos=\"59:1-59:232;7936-8167\">Your name is doing structural work you never assigned it. It is not a label on the outside of your business. It is the route to everything a model believes about you, and that route is shared with every other use of the same words.<\/p> <p dir=\"ltr\" data-sourcepos=\"61:1-61:153;8169-8321\">If you want to see where your name is currently pointing, <a href=\"https:\/\/frankmasotti.com\/order-now.html\">the AI Business Understanding Report<\/a> will show you.<\/p>\n","_links":{"self":[{"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/posts\/2427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/comments?post=2427"}],"version-history":[{"count":10,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/posts\/2427\/revisions"}],"predecessor-version":[{"id":2438,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/posts\/2427\/revisions\/2438"}],"wp:attachment":[{"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/media?parent=2427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/categories?post=2427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/frankmasotti.com\/insights\/wp-json\/wp\/v2\/tags?post=2427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}