moxie (MOK-see) noun

   1. The ability to face difficulty with spirit and courage.

   2. Aggressive energy; initiative.

   3. Skill; know-how.

[From Moxie, trademark for a soft drink.]

   "So no one can dispute that Glaser's (founder of RealNetworks) moxie has
   helped make Real the gold standard of the industry.
   Amy Kover, Is Rob Glaser For Real?, Fortune, Nov 4, 2000.

This week's theme: brand names that have entered the dictionary.

.............................................................................
Since Auschwitz we know what man is capable of. And since Hiroshima we know
what is at stake. -Viktor Frankl, author, neurologist and psychiatrist,
Holocaust survivor (1905-1997)

Have you checked out AWADtalk, the new bulletin board for all things word?
It's your place to share opinions, ask questions, answer queries, or just
sit around and see what others are saying. Join AWADtalk, the online
community for linguaphiles from around the world: http://wordsmith.org/board

Pronunciation:
http://wordsmith.org/words/moxie.wav
http://wordsmith.org/words/moxie.ram