Naming guides
Field notes from the naming consultant: what makes a name work, what quietly breaks one, and how to decide with a clear head.
· 5 min read
How to name a startup when the .com is taken
A taken .com is a data point, not a verdict. A field guide to keeping, modifying, buying, or walking away from a name you already like.
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Brandable vs descriptive business names: how to choose
Not a pros-and-cons table but a decision framework: what a brandable name really costs you, what a descriptive one costs later, and why suggestive usually wins.
Read the guide →· 6 min read
How to check if a business name is good
The seven checks a naming consultant runs on a candidate, with one name scored honestly from say-it-aloud all the way to trademark and domain reality.
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Common startup naming mistakes (and how to avoid them)
The same naming mistakes turn up in nearly every founder's shortlist. Here are eight of them, each with the reason it fails and the fix.
Read the guide →· 6 min read
How to choose a domain extension
The .com default is real but not absolute. A practical, opinionated guide to picking the domain extension that fits your name, your market, and your buyers.
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What makes a SaaS name sound trustworthy?
Enterprise names sound the way they do for reasons you can name. A close look at the sounds, shapes, and suffixes that make a SaaS name read as safe to buy.
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How short should a brand name be?
There's no magic letter count, and the famous rules break on their own examples. How to target short-feeling instead, and when a longer name wins anyway.
Read the guide →· 5 min read
Should your startup name include 'AI'?
Adding 'AI' to your name buys instant legibility and a ticking clock. A contrarian take on the token, the .ai domain, and the alternatives.
Read the guide →· 6 min read
How to rename a product without confusing users
Picking the new name is the easy half. Here is how to move an existing user base from the old name to the new one without breaking trust, search, or support.
Read the guide →· 7 min read
Business name ideas by industry: what works where
A playful -ly name reads as innovation in software and as amateur hour on a law firm. A field guide to the naming register each industry expects, and when to break it on purpose.
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