Doing it right is HARD.
I can still remember being wildly disappointed when we didn’t create a breakthrough name for my first company while spending four hours of idea-mapping with an industry legend.
A few days later, the right name bubbled up from the work we did that day. It transformed our launch and our brand.
Magical thinking doesn’t happen in a vacuum. The jolt of creativity that results in the perfect name is grounded in good old-fashioned research and strategic work on your brand.
The best names—whether it’s your firm or your tagline—spring from a clearly articulated brief about what makes your firm unique in its market space.
What’s your big idea? Whom do you serve? How do you serve them? What are your values and non-negotiables? And perhaps most importantly, what’s your story? How did you come to be here, doing this, right now? And how does your story serve your audience?
Until you can make that arc crystal clear and compellingly simple, you’ll never fully capture your “special sauce” no matter how much creative you throw at it.
But let’s say you’ve got clarity. You’ve got compelling. You even have creative.
You still need one more thing: courage
Because even though coining game-changing names is collaborative, choosing the final winner is not.
I guarantee that if you’re pushing the envelope, someone in your immediate circle ain’t gonna like it. They’ll plead with you to water it down. Resist.
Put your baby out there, knowing it’s beautiful.
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