The "Founder’s Filter" for Early Ideas
When you are staring at a blank page trying to name your venture, it is easy to get stuck in a cycle of brainstorming endless lists of synonyms.
Instead of searching for a "clever" word, try the Three-Step Validity Test:
- The Over-the-Phone Test: Can you say the name to a stranger over a poor cell connection without having to spell it out? If they have to ask, "Is that with a C or a K?", it’s likely too complex for word-of-mouth growth.
- The Verb Potential: Does the name sound natural as an action? Great ventures often become verbs in the minds of their users.
- The "Category Fit" Check: Does the name feel at home in your specific industry, or does it feel like you are trying too hard to disrupt a space that values simplicity?
A name doesn't need to be an explanation of your business model; it just needs to be a sturdy container for your brand's future reputation. Spend less time looking for the "perfect" word and more time ensuring the name you choose is easy to say, easy to spell, and easy to own.