That's true to some extent about using a person's name. That depends on the business, though, and where your customers are. If you're exclusively online, it's usually a bad idea. However, if you're market is local, it can be a very good idea. That's especially true if someone starts a business using a skill for which they already have a reputation.

You can use your name and still have a business name that's descriptive such as Laughlin's Leaf Removal or Laughlin's Landscaping. In this case, the alliteration makes it catchy and easy to remember.

Nancy
http://www.CreateYourMarket.com
Marketing Ideas for the Home-Based Entrepreneur