Wright
Lesson 01 of 04 · Module II · Coach Lin · 1 min read

Weak names

Four common shapes that almost always die:

  • Generic noun. "TaskPal." "WorkBuddy." "StudyHelper." These label a category and tell no one anything. There are two hundred TaskPals already. The customer slides past your homepage.
  • Made-up word that sounds like a startup. "Zentro." "Cliva." "Pinda." Designed for the domain to be available, not to mean anything. The customer hears it and forgets it before they close the tab.
  • Stack of features. "AI-Powered Quiz Coach Pro." Tries to pre-load the marketing into the name. Too long to say. Too vague to focus.
  • Aspirational slogan. "Reach Your Potential." "Be Your Best." These are not names. They're greeting cards.

What these have in common: they don't forbid anything. Anyone could build under any of them, so no one will.

A strong name does the opposite work.