Choosing the Perfect Name for Your Startup

Aaron Dinin, PhD
The Startup
Published in
3 min readApr 9, 2020

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“What’s in a name? That which we call a rose by any other name would smell as sweet” — Romeo & Juliet, 2.2.43–44

When William Shakespeare wrote Juliet’s well-known words of longing for her new love, Romeo, the famous playwright surely wasn’t thinking about startups. However, like so many other things that make Shakespeare’s plays timeless commentaries on the world, Juliet’s couplet on her…

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Aaron Dinin, PhD
The Startup

I teach entrepreneurship at Duke. Software Engineer. PhD in English. I write about the mistakes entrepreneurs make since I’ve made plenty. More @ aarondinin.com