Journal

Insights from the field.

Naming agencies charge $50K. Name generators cost nothing. Neither option works for Founders.

The naming industry gives founders two options: premium agencies that start at $15,000 and take months, or generators and budget services that cost next to nothing and deliver names with zero strategic foundation.

What a brand strategy document actually looks like (and why it matters more than your name)

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Most founders think the deliverable from a naming project is a name. It's not. The real deliverable is the strategic document underneath it.

Why most startup names fail (and what Founders get wrong about naming)

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Founders rarely get stuck because they cannot generate names. They get stuck because they have no criteria to choose. Without strategy, every option feels equally good, equally risky, and the decision drags on for weeks.

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