Crap movie. Great name. Photo by Drew Beamer on Unsplash

How to Name Your Startup

Figure out why it matters before deciding what it’s called

Mike Troiano
Sep 9 · 6 min read

What’s in a name?

So how can a great name really contribute to the success of your startup?

A great name points prospective customers, investors, and employees in the direction of what makes you special.

A great name can effectively “tee up” the story at the core of your positioning. It can attract attention, foreshadow a key idea, and soften resistance. Effective business communication is always about changing what someone else thinks, feels, or does, and a great name begins the work of doing exactly that.

How do you get there?

The key to creating a great name is thinking first about how you want customers to respond to the name you create. Make an explicit choice about the the idea or emotion you want the name to trigger in the people who hear it, and you’ll not only have taken the first step toward a name that will work hard for you, but you’ll make the process of brainstorming candidates dramatically easier.

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